Ignore your competition? Really?! Yes, I know it is important to know what the competition is doing. Yes, I know the first step of a traditional marketing plan is a SWOT analysis that looks at you vs. your competition. Yes, I know just about everybody tells you to compare yourself to your competition.
I'm telling you to stop.
Let me explain why.
For starters, most people don't research their competition, they obsess over them. They critique them. They get all emotional about it. And it becomes a wasted effort. The goggles become too hazy to see clearly.
More importantly, while researching the competition can be fun and interesting, it rarely helps you make your business better. Quite the opposite. It contributes to lost focus. Most underdogs companies need to focus on the big three: creating a great product, a great experience and a great personality. The Holy Trinity of a successful underdog brand. Of any brand.
So just try it. Instead of obsessing over what they're doing better or different, try focusing on what you could be doing better or different.