Stop copying What people do, instead, think non-users of an established business category to Create a Business space.

The non-customer of an established business category  might also be attracted if the offering were augmented or changed.Targeting non-users or treasure hunters in a large category can open up opportunity for new business space. Energy bars pioneered by PowerBar had very male taste, texture, ingredients, packaging and associations when Luna and then Pria created an energy bar that was designed for women. Most beers in Germany are designed for the heavy beer drinker, but Beck’s Gold was a beer designed for a younger segment looking for a lighter beer with the appropriate personality. The change can be major. Nintendo had one of the most spectacular runs of any brand when it vaulted in brand rankings from 150 to #1 in Japan in just a few years. It turned its back on the young male audience, which wanted violence and high-level graphics and focused on families and girls with involving and sometimes educational games. The DS and then the Wii introduced a new type of electronic game that appealed to a huge, underserved segment. Enterprise Rent-A-Car surpassed Hertz by looking past the business traveler and instead to the consumer needing car repairs and established an infrastructure to serve that segment, which became a barrier to competitors. The non-users in a large category can be a source of opportunity. For example GEICO Insurance fundamentally shifted the way insurance is bought and sold by appealing to a growing segment of consumers who don’t want to pay the additional overhead cost of traditional insurance agents.