Exercise 2: Instead of brainstorming, think counterfactually

Think of a new competitor in your market — an existing startup, maybe, or an established company that might enter your lane, or some kind of organization that you anticipate might emerge in the future.

Identify one highly anomalous feature of the competitor — and now imagine that you are that competitor.

What does your anomalous feature enable you to do in the market?

Stretch your horizon as long-term as you can.