There’s a reason artists, inventors, and entrepreneurs often repeat the same advice:
“Good artists copy. Great artists steal.” — Pablo Picasso
But let’s be clear — we’re not talking about plagiarism or intellectual property theft. We’re talking about the kind of strategic observation and pattern recognition that sets great companies apart.
Because in business, you don’t need to be the first — you need to be the most strategic. And one of the smartest ways to build your next breakthrough move isn’t by ignoring your competitors… it’s by learning from them.
Here’s how to ethically “steal” like a strategist — and use what others are doing to outmaneuver, outthink, and ultimately outperform them.
Watch What They Do — Not Just What They Say
Competitors can sound amazing on paper. Sleek websites, polished pitches, clever taglines. But marketing is storytelling — and not every story reflects reality.
To really understand your competition:
- Study their actions, not just their ads.
- Track their product launches, hiring patterns, customer updates, press releases, and partnerships.
- Are they investing heavily in one area? Pulling back from another?
- Are they hiring a full CX team? That suggests they’re struggling with retention or experience delivery.
Tools like Google Alerts, LinkedIn company pages, job postings, and customer review sites like G2 or Capterra can give you unfiltered signals of where a competitor is placing their bets — and where they might be losing steam.
💡 Pro tip: Watch their customers on social media, too. What they’re publicly praising — or complaining about — can tell you more than any product page ever could.
Identify the Gaps They’re Missing
The fastest way to differentiate yourself isn’t by building what your competitors already have — it’s by offering what they don’t.
This is where true strategic thinking comes in. Ask yourself:
- What audience segment are they overlooking?
- Are they ignoring underserved regions, industries, or small-business niches?
- Do they position themselves as high-end but lack white-glove service?
- Is their product too rigid or their onboarding experience frustrating?
These are opportunities disguised as weaknesses. And often, customers will tell you exactly what they’re craving — if you’re listening.
Example: If your competitors all force clients into long-term contracts, you could stand out with flexible terms or easy opt-outs. If they bury support behind chatbots, you could win loyalty with real human service in under two minutes.
Gaps aren’t just holes — they’re runways.
Adopt, Adapt, Improve
Every smart strategist knows this move:
Take what works and make it work better.
If a competitor rolls out a program, tool, or service that gains traction, don’t dismiss it just because it’s not “yours.” Instead, ask:
- Can we simplify this?
- Can we personalize it?
- Can we make it more accessible, faster, or easier to use?
Let’s say a competitor just launched a content hub filled with resources. That’s smart. But maybe your version includes interactive tools, bite-sized video explainers, or live chats with experts. Same concept — better execution.
This is how you turn someone else’s idea into your competitive advantage.
⚠️ Caveat: Don’t clone. If your version doesn’t add more value or reflect your unique brand voice, it won’t land.
Flip Their Playbook
Sometimes, the most powerful move isn’t to do what your competitors do better — it’s to do the exact opposite.
That’s how true disruptors are born. By breaking the unspoken rules of the category and positioning themselves in contrast to the crowd.
If your competitors are:
- Corporate and polished → You become human, transparent, and approachable.
- Focused on scale and speed → You double down on quality and personalization.
- Built for enterprise → You own the small business niche with tailored solutions.
Example: When all the major banks closed branches and pushed digital, some fintechs thrived by leaning into real human support. While others automated everything, they made “talking to a real person” a key differentiator — and customers noticed.
What’s the default setting in your industry? Try flipping it. And make sure your brand tells people why you did it.
Curate, Don’t Copy
There’s a big difference between being inspired and being derivative. Strategy is about synthesis — not mimicry.
You should absolutely draw from:
- Industry trends
- Customer expectations
- Competitor strengths and weaknesses
But your version of an idea should be reframed through your positioning, your values, and your customer promise. Don’t just do it because they did — do it because it fits you better.
That’s how great brands stay competitive while still being original.
💡 Think of it like a recipe: You can borrow the ingredients, but your spice blend and presentation need to be uniquely yours.
Benchmark the Best — Then Go Beyond Them
Finally, don’t limit your competitive lens to the businesses that look like yours. Look across industries. Look globally.
- How do fast-growing SaaS companies onboard users quickly?
- What can retail brands teach you about creating surprise-and-delight moments?
- How do logistics companies keep customers informed in real time?
Some of your most inventive strategies will come from studying companies that don’t even share your business model — but do share your customers’ expectations.
If you want to leapfrog the competition, sometimes you need to look where they’re not even watching.
Make Them Chase You
The best strategy? Don’t just keep up with your competitors — make them keep up with you.
When you:
- Observe with discipline.
- Act with intention.
- Refine relentlessly.
- And execute with clarity.
…you build something competitors can’t easily copy: a brand with momentum, trust, and strategic depth.
So yes — steal like a strategist. Borrow ideas. Flip assumptions. Turn blind spots into breakthroughs. And above all, build something worth being copied.
Because when you’re three moves ahead, the competition stops being a threat — and starts being irrelevant.
Want to Level Up Your Strategy — and Outpace the Competition?
At Fordham, we help growing businesses think faster, move smarter, and invest in what makes them unstoppable.
Whether you’re planning your next bold move or looking for the capital to make it happen, our team is here to help you lead the pack — not follow it.👉 Let’s talk about how to fund your next leap.