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One of the most important decisions that you will make as an entrepreneur is deciding if you will follow in the footsteps of established companies in your sector or blaze a new trail of your own.

Some believe that following what other businesses are doing is the safest way to proceed. In many ways this is true. They have been about longer than you, and should have learned a thing or two in that time. By copying their strategy you are piggybacking on their knowledge. However, it’s not as clear cut as it seems.

See, there is a danger. By picking the safe option you can become generic. In other words, people won’t notice you, people won’t care about you and people won’t tell their friends about you. This is where being original comes in. But being original is not enough. You must be original in such a way that people talk about you. You must also be able to identify where you should be original and where you should follow the established players. It’s a bit like making coffee. You got to gt the blend right.

For example, maybe you should copy your competitors on an operational and distributional level but be totally original with your product design. However, it’s up to you to decide. Remember, that you can learn from what others in your sector are doing but it’s critical to have a comment worthy element to your business.

Ask yourself – What are people going to talk about?