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1. Break Patterns to Create Unique Choices Instead of competing directly, successful companies redefine the market. For example, Airbnb turned the predictable hotel experience into a unique, local stay. This forces consumers to choose instead of compare, creating a new market segment.
2. Build a Movement Beyond Business: Successful startups often resemble social movements, appealing to a minority passionate about change. For instance, Airbnb’s vision went beyond accommodations, aiming to transform how people experience travel, thereby creating a dedicated user base.
By SHERIN SHIBU | JUL 19, 2024
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