In a cluttered market, brands can either aspire to be better or educate consumers about their product's efficacy to stand out.

Sometimes competitors have objectively better products, which can lead to founders losing users to those alternatives.

Competing on price can be dangerous because it doesn't indicate whether your product is effective or solving a real problem for customers.

In discussions about competition, it's beneficial to ask founders how they plan to win against competitors rather than making them defensive about their market position.

To successfully switch users from existing solutions, identify moments when your product offers significant advantages over competitors. Highlight these differentiators to encourage users to make the switch.

Stay informed about competitors but don't let their actions demoralize you; focus on creating a superior product for your users.

Brands must clearly articulate how they can help customers avoid negative outcomes, creating a sense of urgency and relevance in their messaging.

Be explicit about what differentiates your product from competitors, especially in a crowded market where many offer similar solutions.

In marketing, it's crucial to understand how people buy your product rather than just focusing on selling it, as different users have varying needs and approaches to finding solutions.