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Definition

In an entrepreneurial game, the last thing we want to see in our space is a competitor. They leach off market share, they disrupt any marketing momentum, they have expertise, they own brand awareness, they have representation in the legal community, and so on. What possible good could come from a competitor of any shape or size? For one thing they could be doing an appalling job, one that could not possibly withstand the onslaught of a determined market intruder. They might be huge, and they might be a 130-nation international cartel. Their prices could be 10 times higher than domestic rates using the identical technology and their service could beg for investigations into fraud. They could be irreversibly terrible at the game of business and they could be simply heading for oblivion—they could be walking around bankrupt, not paying their bills, or in some other way not managing their business well. What are they “good” for? Teaching your prospects how important your products will be to them because your products will not let them down. I’m tempted to say that they are not merely “good,” they’re great!


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