It's not the idea. It's always about the execution.

There will be always competitors, real or potential ones. A market with no competence isn’t attractive. So, don’t worry when people say there’s something similar in the market and don’t be afraid if somebody tells you there is a company that is doing exactly what you want to do. Don’t be afraid because it’s, simply, not true.

And it isn’t, because it’s not about the idea, it’s never been; it’s the execution what really matters: The way you create, deliver and capture value is what will make the difference. Even if you got a very innovative and unique idea, it won’t take longer till somebody copy it and, today, where there’re so many things that influence the target preferences, being the first is no a warranty at all.

There are, in my opinion, three key factors in an effective implementation and there is no one without the other two:

• Your vision: What’s pushing you to create the startup? Visualize where you want to go every day; it will be your north. When you lose a battle (believe me, you will, more than once) your vision will keep you on the road.

• Your business model: As I said before it’s not about the idea or even the product. Nowadays, they are both commodities, which are very susceptible to be copied or improved. Today’s game is in the business model innovation. It’s about creating your own blue ocean. So, be creative, be passionate and find a better way of capturing value and making an more effective delivery.

• The beliefs of your company: As a consequence of your vision, borns the company believing. How does your believing reach the hearts of your audience and turns your company in a unique one for them? Three words: The Golden Circle.

The Golden Circle

According to the theory of Simon Sinek, there is a pattern in how all the great and inspiring leaders and organizations think, act and communicate. They all do that in the exact same way and it’s the complete opposite than everyone else.

The Golden Circle is composed by three correlated circles, which go from the outside to the inside:

• Outside Circle: “What?” Every single organization knows what they do.
• Middle Circle: “How?” Some know how they do it (value proposition, positioning, etc.)
• Inside Circle: “Why?” Only a very small group knows why they do it. Here, in this little circle we find what your company believes.

The thing is people, your audience, don’t buy for what you do or even for how you do it, they buy because they believe what you believe. Everything has to come from the inside.

In other words, the beliefs of your company is its culture extended to its audience. Then, it’s about sharing what you believe to create a common reality.

When you reach this stage, there are no possible copies because you have a unique relationship with your customers.