Don’t fight incumbents head on

Trying to create a new bank?

New insurance company?

New car?

Before unleashing your marketing plan, remember: These are big established industries.

You can’t beat them head on. You can’t win by positioning yourself as playing in the same sandpit.

Create a new game. A new sandpit.

Think of Tesla. They didn’t want to fight GM and Ford head-on, so they created a new game: Electric cars.

They didn’t have to worry about competition because there was no one else in their sandpit.

Over time the incumbents started coming to Tesla’s sandbox, but by then it had a lead and could fight on level footing.

Stay away from competition.

Create a new sandbox.

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