For example, Tesla vs Nikola. One set of founders had a powerful vision and technical ability to see it through (yes, even Elon, say what you want about him but he has deep technical insights, moreso for his cofounders). The other set had a good funding catchphrase "Electric cars, but with trucks!" and tried to fake their way forward using copious amounts of VC money. Many of these companies sound like "AI, but with ... !"