Why Competitors Can Actually Help You Succeed Much Faster

Whenever Marcus thought about launching his healthy meal delivery service, he felt a familiar pang: someone else was already doing it. He nearly walked away more than once, convinced the market was "crowded." But something shifted when he came across the idea that established competition isn’t always a barrier but actually a shortcut to learning.

Marcus ordered three meals from his top competitors under a fake name and waited. One box arrived with wilted greens and unimaginative packaging; another had a smooth delivery but bland sauces. The third company impressed him—a hand-written note, lively flavors, and effective communication at every touchpoint. As he tasted the food, reading the thank-you note, Marcus scribbled thoughts on a napkin: Which aspects made him smile unconsciously? What steps, if done better, would win loyal fans?

He learned two lessons that week: don’t fear others who are already in the ring, and always look at offerings from the customer’s eyes. The fastest way to refine your service is to stand in your users’ shoes, not just read reviews. This approach mirrors the way champion athletes study tapes of their rivals to anticipate, adapt, and refine strategies, a method reinforced by research into systems learning and rapid prototyping.

Marcus didn't just copy what worked—he improved on what failed, creating his version with fresher greens and more transparent communication. Soon, he built a small but loyal base—some switching from his old competitors, all drawn by details only a customer could notice.

Instead of fearing the competition, seek them out and truly experience what they offer, as if you were any other customer. Place an order, write down the good and the bad, and pay attention to how each step feels—the waiting, the surprise, the disappointment, or delight. Then, once you see what works and what doesn’t, pick one thing to improve or add in your version. The clues for your next breakthrough are already out there, hidden in plain sight. Go sample them, today.