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Understanding Counter-Positioning for Investors

Updated: Feb 11



Counter-positioning is a strategic framework in which a new entrant in the market establishes a business model that incumbents find difficult to replicate or respond to without incurring significant financial or operational costs. This can be because the new model may conflict with the existing model of the incumbents, or because the incumbents are entrenched in a particular way of doing business that prevents them from pivoting quickly. Counter-positioning is a potent tool that disrupts traditional market dynamics and can give new entrants an edge.



The Rationale Behind Counter-Positioning


When a newcomer enters the market, the established players typically enjoy multiple advantages, like brand recognition, economies of scale, and customer loyalty. However, by leveraging counter-positioning, the newcomer can turn these very strengths into weaknesses for the incumbents. Counter-positioning targets the incumbents' vulnerabilities – the areas where they're less agile or where their business model is less flexible. By creating a business model that's radically different and superior in some ways, newcomers can position themselves in a way that makes it tough for incumbents to retaliate without undermining their existing businesses.


Examples of Counter-Positioning


  • Netflix vs. Traditional Cable: Netflix's streaming model took the entertainment industry by storm. Traditional cable providers relied heavily on bundled channels, fixed schedules, and contract-based subscriptions. When Netflix introduced a low-cost, on-demand, no-commitment streaming service, it was counter to what cable companies were offering. To match Netflix's model, cable providers would have had to unbundled their channels and abandon long-standing contract norms – both of which would have affected their revenues deeply.

  • Razor Startups vs. Traditional Razor Brands: In the personal grooming industry, brands like Gillette dominated with high-priced razors and a locked-in cartridge system. Startups like Dollar Shave Club and Harry's introduced a direct-to-consumer model, offering quality razors at a fraction of the cost. For traditional razor brands to compete on price, they would have had to disrupt their existing profitable models.

  • Robinhood vs. Traditional Brokerages: Robinhood, the stock trading app, disrupted the financial services industry by offering commission-free trades. Traditional brokerages, which relied on trading fees for revenue, found it hard to match this model without slashing a significant portion of their income.


Implications for Investors


  • Spotting Disruptive Opportunities: Companies that use counter-positioning effectively can disrupt industries and offer substantial growth opportunities. As an investor, spotting these opportunities early can lead to significant returns.

  • Risk Management: While the potential rewards are high, there's also inherent risk. Not every company that tries counter-positioning will succeed, and incumbents might fight back with unexpected strategies.

  • Understanding Market Dynamics: For those investing in incumbents, it's essential to gauge how vulnerable a company might be to counter-positioning strategies and how effectively they can adapt or retaliate.


Counter-positioning is more than just a buzzword; it's a strategy that has reshaped industries and created new market leaders. Investors who can recognize and understand the implications of counter-positioning can better position their portfolios to capture growth while managing associated risks.

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