How to Think Like a Contrarian Founder

There’s a reason most founders stay stuck at the same level for years. There’s a reason I was stuck in the same range for years.

Obedience.

I was too obedient. And they are too.

Constantly seeking the “next right move” by looking at what the herd is doing.

Best-performing funnel? Best post format? Best strategy to go viral?

If you're following the SAME plays as everyone else, you're copying.

And every playbook works until it becomes a trend.

We see this cycle on X, it happened with Google doc screenshots:

It happened with Miro Board Masterclasses:

AI prompts, Gamma docs, Drawn graphics, certain hook formats.

When a strategy becomes popular enough to hit your feed, it’s already diluted.

The arbitrage is gone.

That’s why sometimes the “best advice” to ask is:

What is the opposite of what everyone else is doing?

Let me give you 3 quick examples where you can do this and pocket some low-hanging wins:

1. Everyone is obsessed with "build once, sell forever" offers.

Ever since info-product gurus came onto the scene, everyone wants to build something once

and automate everything.

Take the opposite route with weekly live calls, founder access, manual onboarding, weekly feedback loops.

You’ll churn less and have a community that people care to be in.

2. Everyone optimizes for virality.

So, optimize for conversation.

My best tweets aren't the ones with the most views.

They're the ones that get a DM from someone who says, "Let’s hop on a call."

3,000 likes is cute. But one client from a post is better.

3. Everyone copies competitors.

Instead use AI to auto-track their funnels. Then reverse-engineer why it's working. Then build something entirely different around our own thesis.

The real win isn't from emulation. You’ll see it by adding differentiation with insight.

So if you're in a rut...or your content feels flat...or you're stuck in the same loop...

Try this exercise:

List the top 3 things your competitors are doing right now.

Now write down the opposite.

Would doing that make you:

→ More memorable?

→ More valuable?

→ More aligned with your actual buyer?

Chances are the answer is yes.

-Wiz

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