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Product Strategy: If I am designing an e-commerce site for a new product that cannot be protected with a patent or copyright, how to I protect my concept from copycats?
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Suzanne Howley, Co-Founder of Art Science Web, Yoga Enthusiast answered:

Most great ideas come from something that already exists, and we tweak and refine it to make something better. Instead of worrying about the potential copycats, focus on the new product and how you can get out to market with a very friendly e-commerce site so people can purchase it quickly.

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