Ideas come and go. Usually a ton of bad ideas come and go before a few good ones land.
But what if you’re not first? What if someone is already there?
In fact, that’s the best case scenario. If people already know what they do, then you can emulate, replicate, go further.
The best ice cream shop didn’t invent a frozen sugar ball on a waffle cone. The best deodorant didn’t invent the idea of putting smelly stuff on yourself.
You don’t have to be first to be the best.
And when all else fails, you can be second. Monster is second to Redbull. Coke and Pepsi constantly battle but really they both win.