In the real world, you don’t have infinite resources; you don’t have a perfect product; and you don’t sell to a growing market without competition. You’re also not omnipotent, so you cannot control what people think of your brand. Under these assumptions, most companies need all the help they can get.
This is my advice to help you.
- Seize the high ground. Establish your brand on positive conditions like “making meaning,” “doing good,” “changing the world,” and “making people happy” —not destroying your competition.When is the last time you bought a product to hurt a company’s competition? (Other than maybe Macintosh users.) If you want to beat your competition, establish an uplifting brand but don’t try to establish a brand based on a silly desire to destroy your competition.