- Do Not compete in existing market space. INSTEAD you should create uncontested market space. Do Not beat the competition. INSTEAD you should make the competition irrelevant.
- Do Not exploit existing demand. INSTEAD you should create and capture new demand.
- Do Not make the value/cost trade-off. INSTEAD you should break the value/cost trade-off.
- Do Not align the whole system of a company's activities with its strategic choice of differentiation or low cost. INSTEAD you should align the whole system of a company's activities in pursuit of both differentiation and low cost.
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