Here are 2 examples of companies who have done this well.

Zippo: Most cigarette lighters are disposable and cost 99 cents or so. However, rather than playing the price game (a race with no finish line), Zippo has turned the game on its head by specializing in more expensive, higher quality lighters that sell for $15-35 each or more, for certain collector’s editions. Yes you still see them everywhere today!

IKEA: IKEA’s distinctive strategy sets it apart from other furniture dealers. Ever walked through an IKEA store? I doubt you’ll find a larger selection anywhere else selling furniture so inexpensively.

Why? Because their strategy targets customers who are willing to assemble the furniture themselves (relatively easily) in order to save a bundle. The furniture’s materials can be compactly packaged for shipping still in the box, at a much lower cost than shipping, say, an assembled dining room table that takes up a lot more space.

So here’s the golden rule…never play the game according to the rules the leader has set. Don’t try to outdo the top dog at their own unique strengths they’ve spent years or decades developing. They know the rules better-after all, they designed them. Rather, use strategic thinking to create your own rules!

Please share the rules you are creating in your market!