"既存の市場があり、大手の競合がいる分野に参入するなら、あなたの商品やサービスは彼らのものよりもはるかに優れている必要があります。少しだけ優れているのではいけません。なぜなら、消費者の立場に立って考えると、信頼されているブランドを選べるのに、大きな違いがなければなぜそれを買うのかと問われるからです。多くの場合、起業家は少しだけ優れているものを思いつきますが、それでは不十分です。はるかに優れている必要があります。"

When diving into a market that's already crowded with big players, you can't just offer something that's marginally improved. Your product or service has to stand out in a big way to convince consumers to switch from the brands they already trust. Picture yourself as the consumer—why would you leave a brand you know and rely on for something that's only a tiny bit better? It doesn't make sense, right? That's the crux of the matter.

This idea is particularly relevant in today's hyper-competitive business landscape. It was probably said by someone who's been in the trenches—someone who's seen countless startups flounder because they didn't offer enough of a difference to lure customers away from established brands. And it makes sense. Think about it: if you were launching a new phone, would you make something that's just a little bit better than an iPhone or a Samsung Galaxy? No way. You'd need something revolutionary, something that makes people go, "Wow, I need that!"

Take Tesla, for example. When it entered the automotive market, it didn't just make an electric car that was a bit better than what was out there. It created something radically different. Tesla's cars weren't just about being electric; they were about luxury, performance, and cutting-edge technology. They offered self-driving features, over-the-air updates, and an unmatched charging network. This massive leap in quality and innovation made consumers take notice and consider switching from trusted brands like BMW and Mercedes.

So, how do you apply this wisdom? If you're working on a product or service, don't settle for incremental improvements. Aim for a game-changer. Dive deep into your competitors' offerings and find their weaknesses. What frustrates their customers? What could be done significantly better? Focus on those areas and push the boundaries. It's not just about being better; it's about being so much better that consumers can't ignore you.

Imagine you’re starting a new coffee shop in a town that already has a Starbucks and several popular local spots. If all you offer is slightly better coffee, why would anyone leave their favorite place? But what if you had a unique selling point—say, a coffee shop that also serves as a community hub with free workshops, local art displays, and live music? Or perhaps you focus on sustainability, using zero-waste practices and offering discounts to customers who bring their own cups? Now, you've got something that makes people think, "Hmm, maybe I should check this out."

Remember, being slightly better isn't enough. You need to be dramatically better, so much so that people will take a chance on you instead of sticking with what they know. It's a tough challenge, but if you can pull it off, the rewards are worth it. So next time you're brainstorming a new product or service, ask yourself: Is this just a little bit better, or is it a game-changer? If it's the latter, you're on the right track.