"You don’t win by focusing on your competition"

"Most of us work in mature industries that are overcrowded, where we are perceived as commodities (even when we are not), and where competition is ferocious. We work in industries where growth requires capturing market share from our competitors, and in many cases requires that we take their clients from them while they attempt to take our clients from us. How else do you grow by 12 percent in an industry that is growing by 2.7 percent annually?...
Your company goes out into the market to win new clients. You believe that what you sell—and how you sell it—is better than what your competitors sell. Your intention is to better serve those companies and customers that are not getting what they really want or need.
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You don’t win by focusing on your competition. What makes you a dangerous competitor is how you play the game. Let’s start by eliminating the things that your competitors routinely do in an attempt to cause you problems and take your business, the things that make them weak competitors.
Some of your competitors compete on price alone, offering a poorer service than you do at a lower price point, while falsely promising the same results you can offer. They will win the most price-sensitive customers in the market, many of whom will live with their shortcomings for much longer than you might imagine. While these competitors usually win clients who perceive only the lowest price as value, they will occasionally win good clients, clients who will stick with them until you find a way to displace them. Know that you cannot do anything about a competitor with an irrational pricing structure. It doesn’t change your pricing model or strategy, so your only response should be to compete in a way that allows you to win with a higher price."

Trechos retirados de “Eat Their Lunch” de Anthony Iannarino.