Be the opposite

Are you trying to copy the strategy of the number one brand in your category? That’s a sure way to fail. Like the saying goes: “You can't out-Amazon Amazon.” The market will just view you as a copycat. What you can do is to be the opposite of what they do. Are they cheap? Then be expensive but have the highest quality. Do they have a lot of options to choose from? Just offer very few and make it a limited edition. Do they do things fast? Be deliberately slow but well made. Do they produce products by a machine? Make yours carefully handmade. Are they boring? Be remarkable.