Style 4: Change the Game
You need to be very careful if you're considering this strategy. If there's a market category already for what you do, it won't work. You have to be the first.
If you look around and see that you are -- and your strengths don't fit in other categories -- congratulations! You get to invent your own category.
And we all know Uber changed the game.
That's because, before Uber, there was no such thing as a rideshare app. They literally invented it. And if you want to know if you've been successful with this strategy, wait to hear something like, "Man, they're the Uber of food delivery."
You got to the top of the mountain first. You are the leader.
Not every idea is a good idea. So, ask yourself, "Is there really a need for my product or service?" Sometimes the reason a category doesn't exist is because it's not needed.
And if you don't believe us, let's take a trip down memory lane, because history is littered with “innovative” product flops:
- New Coke
- The Facebook Phone
- The Amazon Fire Phone
- Crystal Pepsi
- The DeLorean
- Microsoft Zune
The other risk is that you need to get a head start with your strategy, because copy-cats will not be far behind. You have to establish yourself as the leader before someone else sees your great idea and then gets to the finish line faster.
And then you're the copy-cat.