In a world of given possibilities, you must be higher, bigger, faster, a bitter fit, or lucky, to win. That is the message of the so-called Resource Based View of Strategy (Barney, Wernerfelt).
Things are different in a world of "seeing" things that others don't see – a world with different levels of awareness. Good news for misfits! In 2022, three out of the six companies with the highest market capitalization (Apple, Tesla, Microsoft) were initially underdogs – industry outsiders AND an incumbent helped them to disrupt their own industry. They just used their superior awareness –superior theory of value creation– wisely in competitive interaction, for instance, in very wise partnerships that enabled them as underdogs to take the entire market. How can you do the same?
Todd Zenger and I explain this using a game with unawareness in our paper "Competing with theories".