Followers are Paralyzed by Inaction
Few things feels worse then when your competition does something you recognize as a good idea. Possibly a worse feeling is when you had the same idea but didn't act on it.
We all have great ideas which break from the norm. However, for one reason or another, we usually don't act on them. Don't rationalize inaction with, "No one else is doing this so it must be a bad idea."
This line of thinking only leads to the unfortunate cycle of following your competitors instead of leading.
The goal is to lead, so you don't have to follow.