My favorite example of this is jet.com - who in their right mind would compete directly with Amazon on Amazon’s home turf? Well, it turns out it only looked lik

My favorite example of this is jet.com - who in their right mind would compete directly with Amazon on Amazon’s home turf? Well, it turns out it only looked like the same turf (“e-commerce”), but that’s the catch. Differentiation is subtle yet powerful, and Jet.com went for slower, bulk commodities, with a different pricing approach. Markets are, apparently, full of fickle niches!