Copying doesn't get questioned the same way that original strategy does. There's way more pressure to "do what works" than there is to figure out what's right for your unique context. And it makes sense – when you're trying to survive and grow, looking at what successful companies are doing feels like the safest bet.But here's what happens: you see a competitor invest heavily in community, or watch Notion crush it with brand ambassadors, or notice Intercom's gorgeous content marketing – and you think, "We should do that too." You make the decision quickly, based on what you can see from the outside, and then… you basically never question whether it actually makes sense for you.