This explores how smaller entities can outperform larger competitors by adopting unique strategic approaches.

It presents two primary case studies: Seicomart, a convenience store chain, and akippa, a parking-sharing service. Both examples illustrate how focusing on unconventional methods and making deliberate choices about what not to do can create significant competitive advantages.

The discussion emphasizes strategic non-conformity, such as Seicomart's commitment to inefficient-yet-valuable in-store cooking, and akippa's "weakness-to-strength" tactics of concentrated effort, localized competition, and direct partnerships. They argue that limited resources do not preclude market leadership when combined with insightful and differentiated strategies.