The launch path: Step 3
draw the landscape
Every venture operates within a landscape of competitors and alternatives.
You’ll need to understand the landscape of competitors and alternatives for your startup, but don’t be spooked by competition. Competition is usually a good thing. If there are other companies successfully selling something like what you’re selling then that means there is established demand what what you offer. Now you just have to be better/different in some way. That’s much easier than having to create demand for a product where there is no existing demand
“If you’re competitor-focused, you are always reacting to what someone else is doing. Being customer-focused allows you to be more pioneering.”
–Jeff Bezos