Last night, I watched my Cleveland Browns wipe the floor with the New York Giants. The Browns were 1-3, and if they didn’t win this game, their season was effectively over. The Giants, reigning Superbowl champions, came into the game undefeated at 5-0, and it wasn’t believed the Browns had a snowball’s chance in hell to win. In response, the Browns beat them by three touchdowns, without punting or turning the ball over once. They had their problems, but it was a night of complete dominance for Cleveland.

Even if you’re not interested in sports, there’s a lesson to be learned. The Browns came into the game as major underdogs, with nothing to lose. They used it to their advantage, and their gameplan became aggressive and creative. They successfully ran trick plays like reverses and direct snaps, and the only successful execution of the UFO defense that I’ve seen… well, ever. The Giants didn’t see it coming, and by the time it hit them, there was nothing they could do but sit on the sidelines with puzzled looks on their faces.

37signals suggests that when developing a product, you should choose an enemy to compare with. By recognizing what’s wrong with the competition, you can find a niche that you can fill.

I’d take it one step further and see yourself as David, and choose a Goliath to attack. Embrace your role as underdog, unleash your creativity, and hold nothing back. Even if you’re already the industry leader, don’t get cocky — choose the company with the second-largest market share, and attack.

Most importantly, don’t allow yourself to be constrained by the way your competition or the industry-at-large thinks. That’s where real innovation comes from.