Someone’s already done it. Good. Do it anyway.
Why “Someone’s Already Done It” Is the Worst Reason Not to Start
So, you have an idea…and it’s a good one. Maybe it’s a business, a book, a podcast, or a mobile margarita truck. Whatever it is—you’re excited. You take that optimism and start researching. And then—you see it.
Someone else is already doing it.
Your stomach drops. You mentally close down your “idea business” and settle into “why bother?” mode.
“Guess I missed my shot. The market is too crowded. I should probably just refresh my emails for an hour.”
Been there, done that—more times than I care to admit. And you know what? Some of those ideas could have really gone somewhere if I hadn’t shut them down before I even started.
And someone probably has already done a version of what you want to do. But the truth is, that’s not an excuse for you not to start.
There Are No Original Ideas—And That’s a Good Thing
Here’s a fun fact: nothing is original. Every great idea you’ve ever seen? It’s a remix of a hundred ideas before it. Every successful entrepreneur, writer, or creator? They weren’t first. They just took what existed and made it better, different, or actually worth paying attention to.
Do you remember the first cake you ever had? I bet you’ve had plenty since.
Do you buy all your clothes from the one label that invented shirts? Or do you shop across a few brands?
The truth is, people don’t care if you’re first; they care if you’re good. Back to the shirt example—are you locked into the first clothing store you ever purchased from? If what you’re doing is useful, interesting, or solves a problem better than the other options, people will want what you offer.
Lots of shirts. Shirts for different occasions, different seasons, different shapes, and different price points.
Do You Really Need to Be “The Only One”?
So someone else is doing something close to what you want to do. Not a great feeling. But let’s break this down: do you actually need to be the only one doing what you do?
The only author in a bookstore? The only winemaker in the world? The only fitness coach, coffee shop owner, or marketing consultant?
No. That’s ridiculous.
No one told a young Kayla Itsines not to bother with “another workout plan” when she launched Sweat (which she sold for approximately $400 million in 2021 before buying it back).
Zoe Foster Blake knew full well that she was entering a crowded beauty market when she launched Go-To. But her fresh take on marketing and product specs saw her sell the company for approximately $89 million (before also buying back her majority stake).
Imagine turning down an opportunity with that kind of potential just because, you know, someone else had a crack first.
Go into any bookstore. There are thousands of books on the same topics. But guess what? People still buy new ones. There are a million wines, but that doesn’t stop new winemakers from iterating and improving your next favorite varietal.
Start-up accelerators, fitness trainers, artisan delis—they all thrive not because they’re first, but because they bring something fresh to the table.
If your goal is to be the only one, then congrats—you’ve just made life harder for yourself. Because being the first and only can also mean no demand, no market, and no one cares.
Second Mover Advantage
The “First-Mover Advantage” Is a Lie
There’s an old-school business myth that being first is everything. That if you don’t jump on an idea before anyone else, you’re swimming in a “red ocean,” full of blood in the water and competitive sharks.
But you know what? If you were jumping into an an actual ocean, you’d probably want someone to go first anyway to test the waters.
First movers also fail—and often. The companies that win are usually the ones who come in later, study what works (and what doesn’t), and execute better.
As a second (or third, or fourth…) mover, you get to bypass the trial-and-error phase and enter an existing market with an established price point.
You can then leverage an existing customer base with proven marketing strategies to refine, improve, and ultimately out-perform the original.
Amazon wasn’t the first online bookstore. Tesla wasn’t the first electric car company. Airbnb wasn’t the first vacation rental platform. But they all dominated because they learned from what came before them and improved on it.
So instead of putting your tools down simply because “someone already did it,” ask yourself:
How can I do this better?
How can I add something new?
How can I bring my own experience, personality, or unique perspective to this?
The Only Thing Stopping You Is You
The market isn’t oversaturated. The world isn’t out of space for good ideas. People are always looking for better options, fresh perspectives, and new voices.
So stop waiting for permission. Stop using the fact that “someone’s already done it” as an excuse to stay in your comfort zone. The only thing holding you back is your own fear of putting yourself out there.
And honestly? That’s the real problem you need to solve.
For more examples on “Not the first” success stories, click here.