How do you make your competitors irrelevant?

Sure, you can try to stay one step ahead of them every single day, week, and month. You can always be adding new features and trying to do things a little bit better than them.

The most sustainable way to make your competitors irrelevant is to invest in the meaning of your name.

You want to invest in your brand. Your brand is your unique asset.

Your brand allows you to do anything that anyone else is already doing and your customers will buy from you because of that name. That name carries with it expectation and precedent. Hopefully that’s a good precedent of quality, customer service, and not cutting corners.

When you have that name, it doesn’t matter what anyone else is doing. It doesn’t matter if people are doing the same thing.