Flip if you’re a Market Outsider

There is some advice that I feel is very important to first-time entrepreneurs– don’t start a “white board” company. A white board company is a company that you create just for the sake of creating a company. Entrepreneurs create scalable solutions for problems. It just so happens that in order to effectively distribute the solution of this problem it requires the creation of a syndicated team– a company. Problems are only truly understood by pivotal members of a market’s respective demographic who experience this problem first-hand. In truth, the best entrepreneurs find themselves as ones by accident. More than often, good ideas can’t be contrived.

Now this advice is a general rule of thumb. There have been some admirable examples of outsiders brazenly entering markets and introducing a new order that no one was expecting. Often market incumbents aren’t innovating enough and it’s these outsiders who are willing to try some of the most daring solutions. These solutions can take away a good amount of market share from existing players in the short-run, or at least enough for them to notice you. Your job isn’t to come out on top in the long-run here. Your indifference and naivety is your biggest weakness. Startups are marathons, and it takes a truly experienced and committed insider  who understands the market, its problems, and its future to win in the end.  You as an outsider should directly attack their customers. Disrupting the status quo in a competitor’s customer culture is entirely your power to leverage. Companies will do whatever it takes to protect loyalty. Force these competitors to address the situation and have no option but to buy you out.

If you want to win in the long-run, solve a problem that you yourself are experiencing.


45 thoughts on “Flip if you’re a Market Outsider

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