Let’s be real—every founder has been there. You’re deep in founder mode, brimming with excitement over your latest startup idea, only for someone to chime in with, “But isn’t there already a big player doing that?” or the classic, “Doesn’t [Insert Massive Tech Giant] already own that market?”
If that’s happened to you, take it as a compliment. You’ve stumbled onto something worth building. And here’s the truth: no matter how dominant a company might seem, there’s one thing you can always count on—eventually, they’ll mess it up. Or, as it’s fondly called in some circles, “enshittification.” Yep, even the tech giants aren’t immune. Look at Facebook (sorry, Meta), or TikTok as they pile on ads and algorithmic “enhancements” that prioritize profits over people. It’s only a matter of time before users feel burned out, frustrated, or plain fed up, and that’s your cue to step in.
Own the Niche, Not the Noise
Here’s the thing: building a successful startup isn’t about being everything to everyone—it’s about doing one thing exceptionally well. Own your niche. Find that small, loyal group who has a very specific need that BigTechCorp’s bloated platform no longer serves. Do it better, with real focus and genuine care, and you’ll be amazed at how quickly you can carve out a corner of the market for yourself.
Big companies rarely get niches right. They get too busy optimizing for ad revenue, investor expectations, and endless expansion, and they lose sight of what made them great. You, on the other hand, have the freedom to stay nimble and focused. Your small startup won’t have 1,000 features—thankfully. You’ll focus on the essentials, which is exactly what your users want. The giants can keep enshittifying; you’ll keep it simple, clean, and actually helpful.
The Irony of “Just Do It” (and Actually Mean It)
Sure, there’s that infamous phrase we all know: “Just do it.” But here’s the kicker—really doing it means pushing through when everyone’s pointing out the giants already “doing it” too. The irony? Those same people will be the first to tell you how amazing it is when you’ve made it.
So, next time someone tries to tell you there’s “already something like that out there,” just smile, nod, and keep building. Because one day, when the big players have fumbled their way to the sidelines, you’ll be right where you’ve always planned to be: serving a loyal community who found what they needed in your product, not in an overloaded, enshittified alternative.
The lesson? Just make it—because it’s your idea, your niche, and your time to shine.
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