Savannah Reising of Astropad posted a killer blog post (via Dave Mark at The Loop) offering six tips for how to handle being sherlocked by Apple. Getting sherlocked means that Apple just announced the product, software, or feature that you built your business on, and it’s a known risk for Apple ecosystem veterans. It happened to Astropad when Apple announced Sidecar at WWDC this past June. Her lessons include Know your true competition; Don’t wait to diversify; Build a culture of experimentation; Go where your customers go; Seize the narrative; and, When Apple goes wide — dive deep. It’s a very good read, and I strongly recommend it.

But now that the Sidecar dust has settled, I want to share our experience with other players in the Apple ecosystem. My intent is two-fold: On a personal level, it’s therapeutic to reflect on how this has impacted our work. But more importantly, my hope is that by candidly sharing our story, I can pass along some of the painful insights we learned along the way — like how you can prevent getting sherlocked, and what to do if it happens to you.