The low-hanging fruit has already been picked. You can’t beat a stronger competitor by copying them. But you can beat them by doing the opposite of what they’re doing. Instead of adopting a common best practice or the industry standard, reframe the question by asking, “What if I did the reverse?” Even if you don’t execute, the simple process of

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Inversion forces us to consider the opposite side of the equation. Instead of asking, “How do I solve this problem?” inversion asks, “What would guarantee failure?”