Have you tried applying the Aikido business model?

Discover how doing the opposite of your competitor can break the status quo in your industry

Yannick Dillen

By Yannick Dillen

Professor of Management Practice

21 May 2024

If you want to stay ahead of the competition you can attempt to analyse market expectations and align those with what most of the customers desire. But Professor of Entrepreneurship Yannick Dillen says there’s a completely different approach too. It’s called the Aikido business model – and it’s about embracing the opposite of what is seen as the standard in your industry.

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What is the Aikido business model exactly?

“Aikido is a Japanese martial art where you use the power of the competitor in favour of yourself. Similarly, the Aikido business model encourages companies to embrace a diametrically different value proposition than what is currently prevalent in a certain sector. It revolves around finding a niche audience that is attracted to a contrarian approach.”

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Have you tried applying the Aikido business model?

Staying ahead of competitors can mean aligning your offer with customer expectations. But what if you did completely the opposite – offering a product or service that breaks with the status quo? This is the idea behind the Aikido business model. 

Why could it be an interesting business model?

“The Aikido business model enables businesses to differentiate themselves in the market through a contrarian approach, targeting niche audiences and reducing direct competition. By embracing unconventional value propositions, companies can stand out from competitors, attract customers seeking alternative solutions, and establish themselves as leaders in specialised market segments. This approach fosters innovation and enhances resilience by diversifying revenue streams and reducing dependence on saturated markets, ultimately positioning businesses for long-term success.”

Can you give a good example of how to apply this business model?

“A great example of a company successfully employing this approach is the Belgian brand Theo Eyewear. Where many eyewear companies focus on classic designs, Theo Eyewear has chosen to stand out with striking and often colourful frames. The brand targets an audience willing to deviate from the norm and differentiate themselves from the crowd. With this approach, Theo Eyewear has carved out a unique position in the market. Their slogan, "We swim upstream", perfectly encapsulates how they consciously opt for a contrarian approach, thereby appealing to a specific niche.”

That’s a great case. Do you know of other companies who did the same?

“Another compelling example is the automotive brand Dacia. In an era where almost all car manufacturers were focused on offering more premium options and technological innovations, Dacia stuck to its no-frills business model. They offered ‘good enough’ cars at a competitive price without unnecessary frills. This attracted a price-conscious group of buyers looking for value for their money and willing to compromise on luxury and status.”

What’s your advice for entrepreneurs who want to experiment with this business model?

“The Aikido business model is not for every business, but it illustrates the power of embracing the opposite and deliberately striving for an alternative value proposition. I would advise business owners to brainstorm about creating a certain business model that includes some elements of Aikido. It can be a powerful model for those who dare to break the status quo in their industry.”

Get in touch!

Yannick Dillen

Yannick Dillen

Professor of Entrepreneurship