Then you have to think bigger. If you are cloning Trello for example, have it have a different UI that is more useful for a particular niche, but that they can'

Then you have to think bigger. If you are cloning Trello for example, have it have a different UI that is more useful for a particular niche, but that they can't simply add because they would alienate their existing user case. Make it better by doing things that the competitor can't or won't do.