It is so tempting to use models that have existed and been successful previously, far easier than re-inventing the wheel. But John, your point about “being the rival” is the key here. A great book by Oren Harari ”Break from the Pack” covers this topic in detail and is an inspirational read for anyone who wants to literally break from the pack 
I even attended a business mastermind programme based on this very concept http://smarteregg.com/programmes/break-from-the-pack/
Welcome to TYB John, great post
