In a famous book, “Positioning” by Al Ries, Jack Trout (Book Summary), which I read a long time ago, it is written something in the lines of: “Try to be first. If you can’t be the first, be the contender, but don’t fight the «big guy» on its direct field”.
For example, Pepsi positions itself not for Christmas & family, but for a new, trendy generation.
When I go to an event to film/photograph people, most of the other entities (people, companies) covering the event focus on the highlights of the event – the speakers, mainly. I can’t compete with them (they have a much larger audience than me), so I focus also on the audience. Another way to position myself is that if a big media brand tries to cover the main points, I position myself in a way that I cover the whole event in video, even if it’s less exciting to watch from the viewer’s perspective. If someone records a conference, I also record the Q&A session.
On the topic: What is Blue Ocean Strategy | About Blue Ocean Strategy.
Sometimes, it’s best not to be the best.
