Innovators rarely encounter competition issues. The challenge is not that your market is buying from another supplier, but that they are not buying from anyone.
The work we do and the stories we tell when we seek to inspire vitality are very different from the concept of competition, but the lessons of our culture (sports, mass businessmen, politics) are all related to competition.
“We are better than them,” is a competition slogan.
This is very different from “things might be better” or “you missed this new thing” or “people you admire are already using it.”
If you want to grow, you need to let someone not only decide that you are worth their time and money, but you also need to motivate them to take action immediately, not later.