It has become extremely difficult to foresee competition. But this isn’t cause for alarm. It’s now far more important to forge ahead with innovation, allowing a product or service to evolve in new ways, than trying to crush or outsmart perceived competition.
All business people know that they have to compete with someone. Conventional wisdom suggests that a company’s competitor is simply another company in the same business. Toothpaste brands compete with one another, as do car manufacturers, as do airlines, and so on and so forth. But this is not the full story. In many cases, competition is not a question of services, offers, or functions of a company, but rather the use of the product that is produced.
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