Figuring out a way to be the only one who does what you do is a provocative goal, but it’s absolutely unobtainable unless you make some significant changes to the way you think about competition and the business you’re in. I’m not talking about little tweaks here and there. I’m talking about a way of thinking that surprises the market again and again with exciting, unexpected solutions. A way of thinking that produces an unconventional strategy that leaves competitors scrambling to catch up. A way of thinking that turns consumer expectations upside down and takes an industry into its next generation. It’s what I call disruptive thinking.