Your Rules – Your Game

The difficulty lies not so much in developing new ideas as in escaping from old ones.

— John Maynard Keynes

Three stores stand side by side. All of them sell similar goods.

The owner of the store on the left hangs a sign:

"We have the lowest prices."

The owner of the store on the right hangs his own sign:

"We have the highest quality products."

The owner of the middle store thinks for a moment, then puts up a sign that simply says:

"Entrance here."

This simple story isn't just a witty joke, it’s a powerful lesson in strategic creativity. In my previous post, I already discussed the topic of creativity and innovation. But this time, we’re shifting the focus: less about creativity for creativity’s sake and more about how it gives you (un)fair advantage.

So, in a competitive world where businesses often battle over price, quality, or efficiency, the most successful innovators take a different approach: they redefine the game itself.

Innovation Isn’t Always About Technology

When people think of innovation, they often imagine cutting-edge technology: AI, blockchain, or self-driving cars. But some of the most impactful innovations come from rethinking strategy, positioning, and customer experience rather than technological breakthroughs. Strategic creativity is about seeing what others miss and turning existing constraints into advantages.

In the story above, the first two store owners are trapped in conventional thinking.

• Compete on price → Lower margins, race to the bottom.

• Compete on quality → Higher costs, niche market.

  
  

The middle store owner sidesteps this entirely. Instead of battling in the same arena, he controls the flow of customers, making competition irrelevant. This is the Blue Ocean Strategy in action: finding untapped market space rather than fighting in a bloody, crowded battlefield.

Lessons from (Some) Outthinking Competitors

1. Ryanair: The No-Frills Revolution

When the airline industry was obsessed with comfort and premium service, Ryanair did the opposite. They cut everything non-essential: no free meals, no business class, no expensive airport lounges. The result? They became the most profitable airline in Europe, showing that innovation isn’t always about adding value. It can be about removing what customers don’t need.

2. Zara: Speed Beats Everything

Most fashion retailers focus on seasonal collections and forecasting trends. Zara changed the game by focusing on speed. They shortened the design-to-shelf cycle to just two weeks, allowing them to react to real-time trends rather than guessing months in advance. This agility made them one of the world’s biggest fashion brands.

3. Nespresso: Selling Coffee as Luxury, Not a Commodity

Instead of competing with Starbucks or regular coffee brands, Nespresso took a luxury approach. They marketed their coffee as an experience: sleek machines, premium pods, and an exclusive club feel. Think of George Clooney in a luxury villa, sipping his coffee, staring at the breathtaking Lake Como. That’s not just coffee. It’s an experience. And that’s exactly how Nespresso turned an ordinary product into a premium indulgence.

How to Apply Strategic Creativity in Your Business

1. Reframe the Problem. Instead of asking "How do we compete?", ask "How do we make competition irrelevant?" For example, instead of trying to be the cheapest or the best, can you change how customers buy your product?

   
   

2. Challenge Industry Assumptions:

   • What if a hotel had no rooms? (Airbnb)

   • What if a bank had no physical branches? (ONE ZERO, Revolut, Monzo)

   • What if a taxi service owned no cars? (Uber, Lyft)

     
     

3. Find Hidden Value in Constraints. Many startups assume that a lack of resources is a disadvantage. But constraints force creativity. For example, Tesla had limited resources early on, so they focused on high-end electric cars instead of mass-market vehicles. This created an aura of exclusivity and built their brand.

4. Leverage Psychological Triggers. Customers don’t just buy products. They buy status, emotions, and experiences. For instance, Nike doesn’t just sell sneakers. It sells motivation, achievement, and the drive to win. Their brand is built on the idea that anyone can push their limits and reach greatness. Owning a pair of Nikes isn’t just about footwear; it’s about wearing the mindset of a champion.
   

To Sum Up…

The middle store owner’s decision wasn’t just clever, it was strategic. Instead of getting caught in price wars or quality battles, he created a scenario where the competition no longer mattered.

If you’re leading a business, managing a team, or starting a company, ask yourself:

• Are you competing on the same factors as everyone else?

• Can you shift customer behavior in a way that makes competitors irrelevant?

• What untapped opportunity exists in your market that no one is capitalizing on?

  
  

Because sometimes, the smartest move isn’t to be better—it’s to be different. Your industry might already be flooded with competitors.

The real question is: are you playing their game or rewriting the rules?