After reading about Altly this morning, I thought carefully about Mr. Shaprio's argument for a competing social / network site. And while I am inclined to giv

After reading about Altly this morning, I thought carefully about Mr. Shaprio's argument for a competing social / network site. And while I am inclined to give Mr. Shapiro the benefit of my doubts, believing that he likely has several cards secretly tucked up his sleeves, the argument that every great brand needs an alternative brand has never really been a great way to grow a product or service. In fact I often use the Coke/Pepsi argument as exactly the opposite argument. Relying only on brand differentiation as Pepsi has tried, will always result in massive marketing / advertising costs, and little product or service differentiation. Instead of being a Pepsi to Coke, I believe that new products or services need to create a new consumer opportunity instead of simply a new package. So instead of thinking about Coke v. Pepsi, Mr. Shapiro would do well to aspire to be either Red Bull, or Snapple, or Odwalla, or any number of successful market changing adventures. Either way, even persistent incremental improvements over a competitor is better than simply ceding the space. Here's wishing him good luck.