There's a classic marketing book written a few decades ago called Positioning that is about just this topic. https://www.amazon.com/Positioning-Battle-Your-Al-

There's a classic marketing book written a few decades ago called Positioning that is about just this topic. https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/0071373586 https://www.amazon.com/Positioning-Battle-Your-Al-Ries/dp/00... It's a short read and well worth the time. I wish I'd read it before I'd built one of my products. If I had I wouldn't have wasted the development time. The core message is that you shouldn't compete against an established market leader head on. It outlines a number of different approaches you can take.