This has translated into the "Disruptor Theory" of startups. Consider the airline industry. Incumbents like United and Delta rely on hub-and-spoke models. Challengers like Southwest or Ryanair redefined the product (low-cost, no-frills, point-to-point). They didn't try to beat the giants at their own game; they changed the game entirely.
So, if you currently feel like you are behind. If you are the second choice, the runner-up, the smaller company, or the wildcard—take heart. The scoreboard does not yet define you. The only thing that defines a Challenger is the decision to run toward the fight, not away from it. Challengers
Without the Challenger, the champion stagnates. Without the challenger brand, industries become cartels. Without the challenger athlete, records would never be broken. This has translated into the "Disruptor Theory" of startups