Last week, I tackled the assertion I all-too-frequently hear from technology executives that everybody could benefit from their product, and so the whole world is their target customer. This week, I’d like to demolish an equally hoary shibboleth that isn’t really a corollary statement but that goes hand-in-hand with the everyone-is-our-customer myth so regularly that maybe it ought to be.
It’s the notion that you have no competition.
“Nobody does what we do,” is the proud boast of every self-respecting technology venture. And they may well be correct. That doesn’t mean they don’t have competition — probably even fierce, well-entrenched and irresolute competition.