{"id":335,"date":"2012-01-16T15:49:23","date_gmt":"2012-01-16T15:49:23","guid":{"rendered":"http:\/\/intercom.com\/blog\/?p=335"},"modified":"2020-07-30T13:04:24","modified_gmt":"2020-07-30T12:04:24","slug":"copy-the-fit-not-the-features","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/copy-the-fit-not-the-features\/","title":{"rendered":"Copy the Fit, not the Features"},"content":{"rendered":"<p class=\"opening_paragraph\">The world of start-ups is obsessed with outliers. Companies who have achieved remarkable success through a combination of their activities.<\/p>\n<p>Such stories are great for inspiration as they encourage you to think big. For some people that means a billion users and global relevancy (like Facebook), for other folks it might mean millions and a great company culture (like 37Signals). Taking too much inspiration from these success stories leads you to confuse cause with effect.<br \/>\nThere&#8217;s a difference between inspiration and imitation. Imitation rarely achieves results. Copying one aspect of a business ignores the context and the fit; both are essential for the feature to thrive.<\/p>\n<h2 id=\"understanding-ecosystems\">Understanding Ecosystems<\/h2>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" title=\"iPhoneEcosystem\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2012\/01\/iPhoneEcosystem.jpg\" alt=\"iPhone Ecosystem\" \/><\/div>\n<p>Above is a loose graph of the iPhone ecosystem. No doubt there is more to be considered, but it goes some way to explaining why competitors who simply placed a touchscreen on a phone failed. Companies like Samsung who clone the entire hardware do better, but to really take on Apple you need the full picture. You need a passionate developer community, amazing marketing, a legal team capable of breaking down barriers, the pairing of hardware and software, and more. You also need to address the fact that Apple are the incumbent<br \/>\nwhereas pre-iPhone the opportunity to dazzle the world was greater. At best a full copy leaves you delivering Yesterdays Technology Tomorrow\u2122.<\/p>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" title=\"CantCopy\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2012\/01\/CantCopy.jpg\" alt=\"Image showing failure of attempting to copy one feature\" \/><\/div>\n<h2 id=\"copying-silicon-valley\">Copying Silicon Valley<\/h2>\n<p>This same thought occurs to me whenever I hear governments speak about some city becoming &#8220;The Next Silicon Valley&#8221;. Throwing a few million at some big name VCs does not make a start-up hub. It forms through a series of interlinked activities and traits, not all of which can be controlled. Money is just piece of the puzzle; other equally valid pieces are the right climate, the right demographics, the right network, access to talent, and a strong education system. And again, you can&#8217;t just ignore the fact that Silicon Valley is already established.<\/p>\n<h2 id=\"remote-working-has-requirements-too\">Remote Working has Requirements too<\/h2>\n<p>Much has been said recently about why companies should now hire remote employees. The advantages are numerous: wider pool of talent, less distracting environment, less office costs, no commute time, etc. The merits of each of these can be debated separately, but what&#8217;s clear to me that remote working itself requires supporting behaviours. It needs certain activities, and requires certain traits. Having no managers, breaking up work into isolated chunks, running a blog with 100K+ subscribers, having prior experience with remote working and contract working, all of this really helps you find the best people around the world, and work successfully with them. Such activites aren&#8217;t in the DNA of every company, and for many it would be foolish to try copy them. Your mileage will vary.<\/p>\n<h2 id=\"the-fit-is-what-matters\">The Fit is What Matters<\/h2>\n<div class=\"post_image_wrapper\"><img decoding=\"async\" title=\"FitMatters\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2012\/01\/FitMatters.jpg\" alt=\"The fit matters, not the features.\" \/><\/div>\n<p>Companies are better defined by how all their activities support each other, rather than any single thing. As Porter wrote &#8220;<em>Overall advantage or disadvantage results from all a company&#8217;s activities, not only a few<\/em>&#8220;. Copying something, whether it&#8217;s a style of work, a company practice, a feature, or even a UI element, without understanding the fit is doomed to failure.<\/p>\n<p>See also: <a href=\"https:\/\/www.intercom.com\/blog\/sustainable-advantages-for-start-ups\/\" target=\"_blank\" rel=\"noopener noreferrer\">Sustainable Advantages for Start-ups<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The world of start-ups is obsessed with outliers. Companies who have achieved remarkable success through a combination of their activities. Such stories are great for inspiration as they encourage you to think big. For some people&hellip;<\/p>\n","protected":false},"author":5,"featured_media":341,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[5],"tags":[117,300,301,151,182],"coauthors":[348],"class_list":["post-335","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-product-and-design","tag-apple","tag-ecosystem","tag-samsung","tag-startups-2","tag-strategy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Copy the Fit, not the Features - The Intercom Blog<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/copy-the-fit-not-the-features\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Copy the Fit, not the Features\" \/>\n<meta property=\"og:description\" content=\"The world of start-ups is obsessed with outliers. Companies who have achieved remarkable success through a combination of their activities. Such stories are great for inspiration as they encourage you to think big. 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