Breaking the Rules, Building Empires: How These Brands Won by Doing the ‘Unsmart’ Thing

Ikea did it. Zerodha did it. And so did Jio.

They dominated the market by tossing the rulebook aside.

While everyone else followed the “smart” approach, they took the unconventional path—what seemed like the wrong move.

And it worked.

IKEA

• IKEA is a furniture store that doesn’t sell ready-made furniture. Instead, they sell flat-packed boxes filled with particleboard. Before IKEA, furniture was delivered fully assembled, leaving customers to take it as is or leave it. However, IKEA revolutionised the furniture industry by introducing modular pieces that customers could transport, customise, and assemble. It was cheaper to produce, easier to ship, and more affordable for buyers. The result? A staggering $53 billion in sales last year. That’s a whole lot of furniture.

Zerodha

• It disrupted stock trading by removing broking fees. While traditional brokerages made money from commissions, Zerodha introduced a zero-commission model. They built a tech-first platform that gave traders direct market access with minimal costs. The finance world scoffed at the idea—but today, Zerodha is India’s largest stock broking.

Reliance Jio

• Jio made mobile data practically free. When every telecom operator charged heavily for data, Jio launched with free internet and dirt-cheap plans. Critics called it unsustainable. But within months, India’s data consumption skyrocketed, forcing competitors to slash prices. Today, Jio dominates the market with over 450 million subscribers.

Costco

• Costco is a retail giant that thrives on less variety and more bulk. Traditional stores focused on endless choices and convenience. Costco did the opposite—offering fewer products, selling them in massive quantities, and making shoppers pay to enter. The warehouse-style shopping experience seemed risky, but today, those “wacky” decisions have created one of the most loyal customer bases in retail.

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