Your competition is any and every obstacle your customers encounter along their journeys. A customer doesn’t just choose between Brand A and Brand B; they choose between progress and friction. Your rivals seem to be the other companies offering something similar, yet, in reality, the biggest “competitor” isn’t another firm—it is also the obstacles in the customer journey. The customer’s busy calendar and their dislike of any customer job. The emotional avoidance (like procrastination or the difficult conversation of death talk). The complexity of jargons creates mental fatigue, and when a human brain is confused, its default answer is “no” or “later“. The “competition” can also be the paperwork, the cluttered filing cabinet or the lost password to a bank portal. You aren’t just fighting for a share of the customer’s wallet; you are fighting for a share of their energy and attention.