Drury knows a secret missed by many business leaders: The low-hanging fruit has already been picked. You can’t beat a stronger competitor by copying them. But you can beat them by doing the opposite of what they’re doing. Instead of adopting a common best practice or the industry standard, reframe the question by asking, “What if I did the reverse?” Even if you don’t execute, the simple process of thinking through the opposite will make you question your assumptions and jolt you out of your current perspective.
