Many business leaders today equate "winning" to beating the competition. The focus shifts from the customer to dominating the market. The most important person (the customer) becomes a number or a statistic. While employees get exhausted for chasing after unreasonable quotas.
Don't confuse 'winning' with getting ahead of the competition. Instead, look at your customers one by one. Think of ways how to make them happier, satisfied or fanatic. Do this, they'll be the one to help you capture the rest of the market.
The purpose of a business is not to beat the competition. It's to fill a need, solve a problem or make things better for someone.
That's what your customers are paying you to do, not to compete with anybody.
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