It isn’t quite that easy to find a slot in the broad array of selections in the marketplace. Trying to copy the leader is one strategy, but it only makes you comparable and ultimately if you cannot beat the leader then you are marginalized.
When we are dealing with a winner-take-all scenario, which is often the case where you have to be picked, it’s better to change the game. You have to do the hard work of creating something that is rare and valuable. Rare in the sense that it is hard to compare. Valuable meaning that you solve an important problem that is recognized by the customer.
It’s not an easy mark to hit, not when there are millions of messages out there hitting us. That drowning effect makes the game ever harder to stand out from the noise.
It’s why it may be better to focus small and make it count with a few people that find you rare and valuable. In the process, their delight and excitement makes the point to the suspicious masses.
I think it’s a much better strategy than trying to scream louder and insist you are better than your competitor.