Incorrect. Literally try to copy as much as you can from competitors. They have literally spent in some case millions of dollars creating assets ripe for plunder. Only a fool woukd not leverage that awesome resource. Obviously your segmentation, narrative, focus, target market etc is slightly different but seriously too many people in the industry race to find the ‘new thing’ when there is loads of plundering to be done. I say out with the cutlass, flip the eye patch down and grow a beard, there be lootin to do!