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You want to avoid competing head-to-head, so you want your competitors to ignore you. Targeting nonconsumption is a great way to do this. You can intentionally form your strategy to competing against nonconsumption.

You want customers who have long wanted this type of product but have never been able to get it before (due to cost or complexity). You want them to be delighted and need you for their success. You want to have them all to yourself.

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