There’s always somebody cheaper. And somebody more expensive.

There’s always somebody smaller moving faster, and somebody bigger moving slower. 

There’s always the cool kid, always the brainiac, the shiny new things, and the pretty ones. 

Who is your real competition? Most of the time it’s not more than 20% of who you can choose from to fill that list. 

Never assume “everybody is the competition,” unless you want to lose the battle.