Startup denial 101: “I have no competition!”

“Competition? Oh, I don’t have any - my product’s one-of-a-kind!”

If I had a dollar for every time I heard that, I’d be launching my own VC fund. 

Here’s the reality check: Every business has competition. Even the most groundbreaking, never-been-done-before product is fighting for customers’ attention, wallets, and loyalty.

Competition comes in two flavors: Direct & Indirect

Imagine you’re launching an AI-powered fitness app that customizes workouts based on real-time data. Sounds like a game-changer, right?

Direct Competition = Other fitness apps like Nike Training Club, Peloton Digital, or Freeletics.

Indirect Competition = Personal trainers, gym memberships, YouTube workout videos, or that one friend who swears their 6 AM boot camp is life-changing.

See the problem? You’re not just competing with similar products - you’re competing with anything that solves the same customer need in a different way.

Your customers have options. And if you don’t recognize that, you’ll have a hard time convincing them why your product should be the one they choose.

Why this matters more than you think

Thinking you have no competition is startup denial 101 - and it comes at a cost. If you’re not looking at what else is out there, you’re missing insights that could make or break your success:

What alternatives are your customers already using? (Hint: If they’ve been surviving without your product until now, they’re solving their problem somehow - even if it’s a DIY hack.)
How are your competitors positioning themselves? (Are they selling convenience, affordability, or premium experience? If you don’t know, you can’t differentiate.)
What makes customers choose them over you? (And how can you make switching to your product a no-brainer?)

Ignoring competition doesn’t make it disappear - it just makes it easier for them to win.

How to use competition to your advantage

Competition isn’t just an obstacle - it’s an opportunity. Here’s how you can use it to sharpen your GTM strategy:

Learn from their mistakes. What are customers complaining about? What gaps are they leaving open? You can fill those.

Find your edge. Are you faster, cheaper, more personalized, or simply better? Make that your core message.

Don’t compete on price - compete on value. If your only strategy is being cheaper, you’ll be stuck in a race to the bottom instead of building a brand people actually love.

Turn competitors' customers into yours. If someone is unhappy with a competitor, they’re already looking for a better solution. Make sure they find you.

So… are you leading the game, or pretending no one else is playing?

Rolling up your sleeves and understanding your competition isn’t about copying them - it’s about learning what works, what doesn’t, and how to position yourself to win.

Because in business, the real competition isn’t just the product next to yours - it’s the battle for attention, trust, and customer loyalty.