We read in this chapter that entrepreneurs try to build competitive advantages for their businesses by being unique. How will these partners know if their CBD idea will make OkCupid stand out, or just creepy?

About the only thing harder than finding a date is choosing which Web site to meet him or her on. David Evans, online dating industry consultant, says there are over 2,000 online dating sites in the United States alone. The field wasn’t quite that crowded when Harvard mathematician friends Chris Coyne, Christian Rudder, Sam Yagan, and Max Krohn founded OkCupid in 2004—but they still had to figure out how to get noticed.