How to Beat Copycats

Copycats get a couple advantages over the original innovator. They have the benefit of already knowing what pitfalls the original company encountered, and they save tons of money on advertising by saying, “We’re just like Innovator Company but better!” Howard Tullman says the way to keep on top once the copycats come clawing is to be willing to cannibalize your own company. What is superior today will be mundane tomorrow, so you have to constantly tear down and rebuild the foundation to keep the copycats where they belong—chasing your tail. You can read more of his ideas in an article at Inc.:

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