Who are you competing against?
We know that our products compete against whatever alternatives exist in the minds of those we wish to serve.
But what about you? You compete against whatever you like.
It could be your peers: keeping up appearances in ways they deem important.
It could be different peers: the same rules as before but with a different crowd.
It could be yourself: being better than yesterday in areas you deem important, disregarding the pressures of peers.
Some imaginary races (competition) exist in the minds of our audiences; we’d do well to pay attention to them and race well.
Other imaginary races (such as the ones we have with ourselves) exist only in our own minds. We get to choose what or who we’re racing. We decide both who races and who wins.