Photo Joe Allison, courtesy Getty Images
Who is your biggest competitor? The obvious answer is another business selling the same product or service. But for many small businesses, the real competition is harder to spot. It might be a cheaper option, a national brand, a DIY fix, or a customer deciding to do nothing at all.
A useful rival is anyone who makes your customers pause and wonder, “Should I choose them instead?” If that business consistently does something well, look closer. Not to copy them, but to understand what customers value and why it works.
That takes a little humility, and a healthy dose of curiosity.
When a competitor succeeds, it is tempting to think, “They’re taking our customers. How do we stop them?” A better question is, “What are they doing brilliantly, and what can we learn?” Try completing three sentences: They are exceptionally good at… Their customers choose them because… One lesson we could borrow is…
Then comes the important part. How can you use that lesson without losing what makes your business yours?
Because knowing your competition matters, but knowing your own strengths matters even more. Every business has a superpower, something others find difficult to reproduce. It may come from your expertise, local relationships, reputation, service, or the way you understand a customer’s problem before they have fully explained it.
What do people specifically come to you for? What would your best customers say you do better than anyone else? And where could you make that advantage even stronger?
The goal is not to become a copycat or make vague claims about being “better”. Strong businesses know their position. They can admire what a competitor does well while giving customers a clear, memorable reason to choose them.
So here is a quick challenge. Name your strongest rival and one thing they do exceptionally well. Choose one useful lesson. Then name your own superpower and one practical step you can take this month to sharpen it.
Becoming the best is not only about beating the competition. It is about loving the game enough to learn from others, staying confident in your own strengths, and making sure customers understand what makes your business unmistakably yours.
Story from a discussion between members of the Independent Board, facilitated by Lijlanie Viljoen.