When David Cancel founded Drift, he intentionally went after a competitive
industry: website chat. Dave has an unorthodox view on starting companies: He
prefers to go into industries that have plenty of competition because that means
there actually is a market there.

The company was able to differentiate itself by focusing on brand before
everything else. In their book This Won't Scale, Drift's marketing team talks
about how their first task was to build a brand. That's not something that many