Every industry runs on invisible rules. These are the unspoken assumptions, the “way things are done,” the default settings that dictate how we compete, what customers expect, and how success is measured. For many businesses, strategy is simply about learning these rules and playing the game better than anyone else.
But what if you feel stuck? What if optimizing for the existing rules feels like a race to the bottom, a constant struggle for marginal gains that leaves your brand feeling commoditized and your team feeling burnt out?
The most successful brands aren’t the ones who just follow the rules best—they’re the ones who build a new system entirely. They change the game.
Seeing the Matrix: The Systems That Run Our World
Marketing visionary Seth Godin talks about “systems”—the interconnected structures that govern our behavior. Think of the “fast-fashion system,” which is built on rules of speed, low cost, and trend-chasing. Or the “billable hour system” in many agencies, which incentivizes time spent over value created.
These systems feel as concrete as gravity. They shape our decisions and define our limitations. But here’s the secret: they aren’t laws of nature. They were all designed, intentionally or not. And anything that was designed can be redesigned.
The first step is simply learning to see the system you’re operating in. What are the unspoken rules your business is following?
The Problem with Playing Someone Else’s Game
When your entire strategy is based on competing within the existing system, you trap yourself.
- You compete on your competitor’s terms. If the system’s rule is “lowest price wins,” you’re forced into price wars. If the rule is “most features win,” you’re locked in an endless cycle of development, whether it adds real value or not.
- Your unique value gets lost. It’s difficult to offer something truly different when you’re coloring inside lines drawn by someone else. Your brand’s Uniqueness is sanded down to fit the mold.
- You burn out chasing empty metrics. You can have the best tactics in the world—perfect SEO, brilliant ad campaigns—but if the game itself is flawed, you’re just getting better at running on a treadmill.
This is the strategic dead end where tactics go to die. The only way out is to stop playing and start designing.
How to Design a New System
Building your own game isn’t about chaos; it’s about a conscious and deliberate form of strategy rooted in your core values. It’s about building a sustainable ecosystem where you, your team, and your customers can thrive.
Step 1: Start with Empathy (The Principle of Naturalness)
A new system must solve a problem with the old one. The only way to find that problem is through radical empathy. Don’t just analyze customer data; understand their worldview. What are their deep frustrations with the current “way things are done”? Where does the existing system fail to treat them with dignity?
The answer to these questions is the foundation of your new game. You’re not just creating a product; you’re building a world for them that works better.
Step 2: Define Your Own Rules (The Principle of Uniqueness)
Based on that empathy, you can create a new set of rules.
- If the old rule is “move fast and break things,” your new rule might be “move thoughtfully and build to last.”
- If the old rule is “the customer is a lead to be converted,” your new rule might be “the customer is a member of our community.”
These new rules, born from your values, become your most powerful differentiator. They attract the right people and repel the wrong ones. This is strategy in its purest form.
Step 3: Create Resonant Value (The Principle of Quality)
A new system only survives if it delivers superior value to the people who choose it. This isn’t just about a better feature or a lower price. It’s about a higher Quality of experience. It’s the feeling of being seen and understood, the ease of interaction, and the trust that comes from a brand that operates with integrity.
When your system delivers this kind of value, your customers stop being just customers. They become advocates for your new way of doing things.
From Player to Architect
For too long, we’ve been taught that strategy is about finding our place within the existing world. We believe the real opportunity is to build a better one.
This is what we do at UNQA. Our work isn’t about finding a clever tactic to help you get ahead in a broken system. It’s about partnering with you to design a new one—an ecosystem for your brand that is more authentic, more sustainable, and more valuable for everyone involved.
If you feel stuck competing in a game that wasn’t designed for you to win, maybe it’s time to build your own.