Instead of focusing on competitors or price, Ring's strategy is to invent features that benefit society, like using AI to find lost pets. This builds customer trust and goodwill, which they believe drives more long-term sales than direct competitive tactics.

Instead of building a consumer brand from scratch, a technologically innovative but unknown company can license its core tech to an established player. This go-to-market strategy leverages the partner's brand equity and distribution to reach customers faster and validate the technology without massive marketing spend.

Dramatically lower customer acquisition costs by innovating on a product category people already understand. By adding a camera to a familiar object (a doorbell), the need for extensive market education is eliminated. You're leveraging billions of dollars of pre-existing marketing for free.

When launching an innovative product, the cost of educating consumers is a direct hit to margins. Many great products fail not because they are inferior, but because the expense of explaining their value is too high to sustain profitability, a concept described as "education eats margins."