“Not sure how to respond to our competitor’s latest move. They just offered a extra year’s warranty on their product for free.” Miguel complained.

“For free?” I asked.

“Yes, we’ve battled our competitor hard for the past two years. We make a move, they counter. They make a move, we counter. Tit for tat. I’m not sure how to win this battle.”

“Have you thought about disconnecting your focus from your competitor to think more about your customer? As long as you focus on your competitor, you can only think like your competitor thinks. Focus on your customer.”