Strategy used to be framed as a contest. Companies tried to outthink competitors, protect their position, and win a larger share of the market. For entrepreneurs, that often translated into finding a niche and defending it aggressively.
But the landscape has shifted. As highlighted in Connecting Rather Than Competing, more companies are succeeding by working with others — including competitors — to create value that wouldn’t exist otherwise. This idea of “coopetition” opens up a different path for those looking to start something new.
One of the most interesting insights comes from the concept of “mapping innovation.” Strong ideas rarely emerge from a single individual or even a tightly aligned team operating within one domain. That “bubble” limits perspective. Instead, breakthrough ideas tend to come from highly socialized experts working alongside outsiders — people who see the problem differently and challenge assumptions.
This pattern shows up repeatedly in innovation competitions and venture-building environments. The X Prize teams, as well as many early-stage successes backed by thinkers like Peter Thiel, often include individuals who bring fresh, nontraditional perspectives. The winning teams aren’t just the most experienced — they’re the most diverse in how they think.
For entrepreneurs, this has practical implications. Instead of asking, “How do I beat existing players?” a better question may be, “Who could I connect with to build something neither of us could create alone?” That could mean partnering across industries, combining technologies, or bringing together people who don’t normally work together.
New companies don’t just emerge from better ideas — they emerge from better combinations of ideas.
The next time you think about a competitor, consider approaching the conversation with an open mind. There may be an opportunity not just to compete for the same market, but to expand it — increasing both the size and the quality of the opportunity for everyone involved.