Bret Taylor

Building a better mousetrap isn’t enough to set you apart. In fact, incumbent competitors have a number of advantages that could kill your startup, including entrenched distribution channels and consumer familiarity. Start to dethrone incumbents by making users a little uncomfortable; to make “better” matter — and users care. In many ways, your quietest, most steadfast competitor is indifference. The bottom line is you have to build a lens to allow users to see a new world rather than features to help them see an old world better.

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