"Why Not Just Copy the Competition?"

And why the answer reveals way more than it seems.

A few days ago, during a conversation with a founder in our Design Alchemy incubator, his advisor asked a totally fair question:

Early sketches in the lab: building something new, not just copying what's out there.

"Why don’t we just copy what the competition is doing?"

I froze. I stumbled through a half-answer. Something like:

“Sure, you can. It'll only take a day.”

The founder paused. Thought about it. Then said, “No, I want to go through the program. I want to build something that’s ours.”

That moment stuck with me — because honestly, it’s tempting.

The competition already did the hard part. They figured it out. They've got users. A decent interface. You could clone it, slap a new brand on it, and ship. And yes, technically that might work.

But here’s what I wish I had said more clearly:

1. Your competitor is already on version 5.

The version you’re seeing is the polished public release. Meanwhile, they’re testing new features, fixing broken flows, chasing the next big UX insight. If you copy what they have now, by the time you launch, you’re already behind. You’re chasing a ghost — not leading with vision.

2. You don’t know why their product works.

You can see what they built, but you can’t see what they learned. The dead ends. The user interviews. The features they killed. Copying the output doesn’t give you the inputs — and that’s what makes a great product.

3. You’re building for your users, not theirs.

Even if you’re in the same space, your early adopters will be different. Maybe they need more guidance. Maybe they crave more freedom. Maybe they don’t even use the same platforms. UX research helps you meet your people where they are, not just where the market is.

4. Investors care about the work behind the scenes.

You’re not just building a product — you’re building a company. Investors want to see that you understand your users, your risks, and your roadmap. A thoughtful UX process shows that you’re not guessing. You’re learning. You’re testing. You’re reducing risk. That’s investable.

5. Copying is the starting point — not the strategy.

Yes, we do look at competitors. We break down what works. We critique it. We learn from it. But we don’t stop there. We remix. We adapt. We create something with intention. Something that speaks to the people we’re trying to serve.

So yeah, you could copy the competition.

But if you’re trying to build something lasting?

You need your own voice.

Your own feedback loop.

Your own unfair advantage.

That’s what UX gives you. And that’s why we start there.

Want to talk more about how UX can guide your build?

We’re here.

bradyux.com/meet