Your greatest rival is not another business. 

Your greatest rival is the status quo. 

When potential customers decide not to buy from you, it’s generally because they choose to do nothing rather than actively seek out a rival business. 

Sometimes, doing nothing means not buying your product / service at all. 

At other times, doing nothing means continuing to buy the product / service from a rival business – in that scenario, customers are choosing your rival not because it’s the better option but because it’s the easier option. 

So when you do marketing, you need to explain to your customers why doing nothing is a bad decision. 

Humans don’t like change, so if you want customers to make changes to their life, you have to give them a reason.