For years, women building businesses have been told the same story: “You need a unique idea to succeed.”
But history — and data — tell a very different truth.
Google wasn’t the first search engine.
Starbucks didn’t invent coffee culture.
TikTok didn’t pioneer short-form video.
Yet they won.
So what really separates brands that survive from those that dominate?
The Pioneer’s Curse: Why Being First Is Often a Trap
There’s an old saying: “Pioneers get the arrows; settlers get the land.”
In business, this means the first movers often do the hardest, most expensive work — educating the market, making mistakes, and burning resources — while others learn from them and win.
Search engines existed long before Google. AltaVista and Yahoo paved the way, invested heavily, and introduced people to online search. Google arrived later, studied what worked and what didn’t, and executed better.
The lesson is simple: originality is expensive. Execution is powerful.
If you’re starting a business, launching a product, or building a personal brand, the better question isn’t “Is this original?”
It’s “How can I stand out within something that already works?”
Strategy 1: Win With Better Branding
Starbucks built a global empire without inventing coffee. In fact, Pete’s Coffee had already established specialty coffee years earlier. Starbucks didn’t win by being first — they won by being memorable.
They turned coffee into an experience:
- A “third place” between home and work
- Strong visual identity
- Lifestyle positioning
- Loyalty programs and storytelling
The takeaway?
You don’t always need a better product. Sometimes, you just need a better story.
For women-led brands, this is powerful. Branding is about perception, emotion, and identity — areas where storytelling and community-building shine.
Strategy 2: Win With Better Execution
Vine came before TikTok. The idea was the same: short, looping videos. But TikTok executed better.
- Smarter algorithms
- Easier content creation
- Music licensing done right
- Incentives for creators
TikTok didn’t invent the concept — they perfected it.
If you’re building something today, look for markets where people complain:
- Poor user experience
- Missing features
- Outdated systems
Then build what the product should have been.
Strategy 3: Position Yourself Against the Leader
Apple didn’t try to be completely new. They positioned themselves as the alternative.
While IBM represented corporate, structured computing, Apple stood for creativity, rebellion, and individuality. The iconic “Think Different” campaign worked because people already knew IBM. Apple simply claimed the opposite side.
For women entrepreneurs, this strategy is gold:
- If the market leader is rigid, be human
- If they’re corporate, be personal
- If they’re loud, be thoughtful
You don’t need to explain the market — just show where you stand.
Strategy 4: Win With a Bold Brand Voice
When product and budget are limited, voice becomes your unfair advantage.
A study on bottled water showed that people ignored “neutral” brands. But brands with personality — even polarising ones — sold better.
Liquid Death proved this at scale. They didn’t sell water. They sold attitude.
The lesson?
Being forgettable is worse than being disliked.
Choose a clear brand voice:
- Bold
- Caring
- Rebellious
- Playful
- Empowering
Commit fully. Some people won’t connect — and that’s okay. The right people will.
The Bigger Lesson for Women Building Brands
You don’t need to reinvent the wheel to win.
You need clarity, courage, and consistency.
Study what already works.
Improve it.
Position yourself clearly.
Speak with confidence.
In crowded markets, distinctiveness beats originality every time.
