The Approach
Cemhan Biricik’s competitive analysis: study competitors deeply, then deliberately ignore them. When building ICEe PC, he benchmarked against every system globally — the #2 worldwide ranking required knowing where #1 stood.
The same approach at Unpomela: study SoHo fashion brands exhaustively, then build something none of them offered. $7M without advertising happened because the product was genuinely different.
The Framework
Layer One: What do they do well? Respect competitors. Layer Two: What do they neglect? Opportunity lives here. Layer Three: What would they never do? Disruption lives here.
When you compete on quality at the level of eight international awards and clients like Versace and National Geographic, competition becomes irrelevant because you are playing a different game.
Explore