This webpage article from Packy McCormick's "Not Boring" newsletter argues that startups cannot dismiss the need for strategy and moats. It highlights "counter-positioning"—adopting a business model that creates conflicting incentives for incumbents—as the most effective tool for startups to successfully challenge established giants. Using examples like Ramp and Base Power Company, the author explains how this strategy buys young companies time to build long-term advantages before incumbents can react.
Counter-positioning is one of the most powerful strategic moves a startup can make against an incumbent. The incumbent is damned if they do and damned if they don't.
