On Fisherman’s Wharf, there’s one restaurant after another. Is that a smart place to open a business, right next to all the others?
At the bookstore, there are tens of thousands of books, each competing to find a reader.
The thing is, books are impossible to sell when there aren’t a lot of books around. They don’t sell many books at Macy’s.
The biggest competitor most marketers face is “none.” Inaction always has the biggest market share of all.
The surprising solution is to be surrounded by competition. Because that changes the question from, “if?” to “which?”