People ask me about copying competitors, and I tell them: Copy a master, not a rival.
Here's a cool example where I learn...
First why not copy a competitor?
Simple: You won’t beat competitors by copying them. Instead, find a way to differentiate, and do something better.
So, who do I copy?
People who solved my toughest problems, no matter their industry.
For example, I need to boost my LinkedIn game. I don't study other writers in my space – I don’t want to sound like them.
You’re here for fresh thinking, not recycled “top 5 growth marketing ideas” tropes.
Right now, my favorite content creator is a trauma doctor on X named Sam Ghali. He posts patient scans and discusses their conditions. He has 600K followers.
I have no medical training, but I’m hooked. I’m learning tons, just not about medicine.
Here’s what I’ve picked up from Dr. Ghali’s posts:
Engrossing visuals – I can’t read a CT scan, but I can’t scroll past one either, apparently.
Killer hooks – Spark curiosity without clichés. E.g. “Here’s the best fluoroscopic Chest X-Ray of this medical condition I’ve ever seen.”
Valuable content – I can’t tell good medical insight from bad, but based on the re-posts and appreciative comments he gets from other doctors, it's clear he’s giving them life-saving insights.
Growth loop – Each post picks up more followers without pandering: “If you’re a new follower I always post the answer with explanation the next day.”
Studying someone from a totally different field has allowed me to abstract the core elements of what makes him successful.
So, copying can work – just don’t copy a competitor. Instead, identify your specific growth challenge, and then look far and wide to find someone who’s cracked it better than anyone else.
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