“Imitation is the sincerest form of flattery," I often say when someone tells me they’re mad because someone stole their idea or post. It’s a poor consolation, I know. There’s real anger when you pour effort into something, and someone else takes credit. I’ve felt that anger many times. Just a few weeks ago, I saw someone on LinkedIn lamenting that another person had stolen their idea, got 40k likes, and then blocked the original author. It’s unfair, yes—a reflection of the world’s inherent unfairness.

Copy-catting is rampant in content creation, especially among illustrators, musicians, and other artists. Artists have grappled with this for decades, prompting the creation of copyright laws. Gen-AI threats have already worsened this respect. But I didn’t truly understand the coolness of being copied until I co-founded a startup with my partner.

We joined a few incubators, which helped to prepare our projects with extensive consulting on marketing, management, etc. Eventually, we pitched our projects to venture capital investors. You’ve seen this story on shows like SharkTank or in YouTube and TikTok videos: someone delivers an elevator pitch (named for the time it takes to ride an elevator) and then fields questions before investors decide to fund them. It is a rewarding experience that makes you humble.

Among all the feedback and questions, one always stuck with me: “What will stop me from going out there and creating the very same product myself?” It’s a hard question—devastatingly cold the first time you hear it. Basically, it asks: What makes you so special?

Ideas are not unique

Ideas, you see, are not special by themselves. I have a friend who often grumbles that someone implemented his business idea, claiming we all told him he or his idea was crazy (we never did). Even monumental ideas like electricity or computers aren’t unique and did appear in multiple places simultaneously. Content creation is no different. What makes you and your content so special? What stops me from copying your content and pasting it on my timeline? Spoiler alert: there is something.

While ideas aren’t special and content isn’t unique, the people behind them are. Similarly, in startups, a high-performing creative team is often more valuable than the product it creates. Companies are frequently acquired to embrace and absorb (and sometimes extinguish) their teams, which they see as a threat, not just to reuse their products. Big Tech has many examples of this kind of adquisitions. What’s stopping Apple from Sherlocking apps?

If you’re unfamiliar with “Sherlocking,” here’s a quick recap: Apple’s predecessor to its Spotlight search feature in macOS was Sherlock, which searched the Mac and included some web-searching capability. A developer named Dan Wood created an app called Watson to supplement Sherlock by expanding its Internet search features. Watson was popular and successful—until Mac OS X 10.2, when Apple integrated everything Watson did right into Sherlock, eliminating the need for Watson. The app was effectively Sherlocked. Now each year there’s a list of apps released that Apple has sherlocked during WWDC.

As I said before, this applies to everything from content to diets. I recently learned this from a famous nutritionist online. She had a successful diet and exercise program with a close-knit community. However, she focused so much on protecting her content from being copied that she neglected (and even attacked) the community members, and her numbers started to decline. Diets can be easily replicated, and by “easy,” I mean that others can replicate it, but I don’t want to disregard all the effort and experience required to create one from scratch. That is the true value—the value behind who created those diets, the value of the person, not just the content itself.

Niches can be beneficial

That is why, you will see niches can be beneficial. Sometimes, it’s preferable to have a few loyal customers (followers are customers) who engage deeply and are willing to pay well, rather than millions of disengaged customers.

Conversion rates matter. They are a crucial metric that can determine the success or failure of any business or content creation endeavor. Conversion rates measure how many of your audience members actually take the desired action—whether it’s making a purchase, subscribing to a newsletter, or engaging with your content. A high conversion rate indicates that your message resonates with your audience, leading to greater engagement and profitability. Conversion rates in niches are greater. You may not don’t need millions of followers, you just need 1000 in your niche. If you have time Jack Conte explains this very nicely in the Death of the Follower & the Future of Creativity on the Web.

This brings us to the concept of blue waters versus red waters. Blue waters represent untapped markets, fresh opportunities where competition is minimal. Here, you have the chance to innovate, to carve out a unique niche, and to attract a dedicated following. In blue waters, your ideas can flourish with less fear of immediate imitation or saturation.

On the other hand, red waters are markets teeming with competition—think of them as shark-infested waters where everyone is fighting over the same small piece of bloody meat. In such environments, differentiation becomes challenging, and standing out requires extraordinary effort and creativity. You’re constantly defending your territory and trying to outdo countless others who are vying for the same audience’s attention. Going back to the LinkedIn story of the beginning that is a red water, that content attracted 40k likes, the content that everybody is fighting to create in such social network.

Navigating between blue and red waters is a strategic decision. While blue waters offer open spaces and new possibilities, they also come with the risk of the unknown. Red waters, though competitive, provide a clear picture of what works and what doesn’t. However, staying in red waters can lead to burnout and diminished returns if the market becomes too crowded and cutthroat.

Understanding where to position yourself can significantly impact your conversion rates. By finding your unique space in blue waters, you can build a loyal audience who values your originality and innovation. Conversely, in red waters, you must leverage exceptional strategies and continuously evolve to maintain a high conversion rate amidst fierce competition. You face the threat of burnout.

Immitation means that it is already working

Market viability is another key concept. If someone copies your product or content, it means there’s a market for it. It indicates that other people are interested, and with billions of people out there, you can carve a niche for yourself. This is a positive signal that your idea has value and appeal. Even Bing, which holds only a single-digit market share, has proven to be profitable for Microsoft. This example shows that even a relatively small piece of a large market can be lucrative if managed well.

Market viability underscores the importance of differentiation. When others copy your product, it forces you to innovate and continually improve your offerings. Those who copy won’t have your creativity, and the way you can reinvent yourself. This competition can drive you to refine your unique value proposition, making your product or content even more compelling. It encourages you to find new ways to engage your audience and to offer something that your competitors can’t easily replicate. And each time you do it, it is get noticed.

Of course, certain technologies can be patented, representing intellectual property. Copyright laws were created for a reason: to protect the creators' rights and ensure they benefit from their inventions and creative works. But sometimes, I feel like saying, “Fuck copyright, fuck patents, welcome innovation, welcome creativity.” This sentiment stems from the belief that overly rigid intellectual property laws can stifle creativity and hinder the free flow of ideas.

I LOVE when creators or companies collaborate. Collaboration and open exchange of ideas can lead to breakthroughs that benefit everyone, not just a select few. This is not to say that creators shouldn’t be rewarded for their work, but rather that the balance between protection and openness needs to be carefully managed to encourage true innovation.

I follow my favorite people on LinkedIn, Twitter, Mastodon, and TikTok not just for their content but for who they are. That uniqueness is irreplaceable. It’s their personality, their perspective, and their way of engaging with the world that draws me in. The authenticity they bring to their platforms cannot be copied or faked. It’s this genuine connection and individuality that make their content stand out in a sea of trash.

When you follow someone for who they are, you’re not just consuming content; you’re engaging with a vision and theiur way of thinking. This deeper connection fosters loyalty and a sense of community. It is being part of this community what it matters, not how funny was that last joke.

This is why I value the creators I follow—because they offer more than just information or entertainment; they offer a piece of themselves. And I will buy them a coffee or a beer anytime without a hint of hesitation.