Overview
Every dominant product has its critics. Build for them. Create something that's deliberately different from the market leader, addressing their main criticisms. DuckDuckGo did this by offering a privacy-focused alternative to Google.
Company examples
- BeReal - Created an "anti-Instagram" focusing on authenticity over curated content
- DuckDuckGo - Positioned as the privacy-focused alternative to Google
- Mastodon - Developed as a decentralized alternative to Twitter
- Daylight - Developed as an opposition to digital overload (Ipads/Iphones)
Questions to consider
- What popular products have significant drawbacks or user frustrations?
- How can we create an alternative that addresses the main criticisms of a dominant product?
How to cite
Faster Than Normal. “Building the “Anti-product” (E.g., Competitor to Instagram) Framework.” fasterthannormal.co/business-frameworks/building-the-anti-product-e-g-competitor-to-instagram. Accessed 2026.