A lot of bootstrappers are trying to avoid fitting into an existing category (because they don't want to be compared to competitors). That's actually what you want: a slow-moving incumbent, who's already cleared the trail for you.
It’s more of an ideal: if you’re going into an existing category, its nice if a slower-moving incumbent has done a bunch of the “category definition” work. But, yes, not every existing category has this.
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Yeah this is an important clarification IMO. Being compared to competition doesn't automatically mean being compared to slow-moving incumbents. On the contrary, could mean being compared to fast-moving, often venture-backed startups.
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Yup. It’s true. But often, the small players are stealing market share from the big incumbent.
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