If you're small, you're in a position where it's to your advantage to be weird—you can have a point of view that the big tech companies never could. In the world of chairs—you're not going to build a cheaper chair than Ikea. Why not build something they couldn't—like a more interesting one

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 thi

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