No matter how great your products or services are, it’s a crowded marketplace. And it’s growing all the time: you won’t be the new kid on the block for long, and new rivals can quickly alter the playing field.
So you need to put yourself in a potential customer’s place and see how you stack up. What makes your company different? What makes your products special? What makes your brand unique? Why would someone choose you over your competitors? When it comes to your competitors, you need to hit the right balance between “us” and “them.” Don’t define yourself solely in relation to your competitors: you need to be confident about what you’re bringing to the table, too.
But you also need to keep your eye on the competition and the (rapidly-changing) landscape. Having the right strategy, being able to think on your feet, and being able to adapt to the new reality will define your success — or failure.