Maybe you heard it from someone you know. Maybe you have thought it yourself. “My idea is so new and different. There is no competition at all for it!”

It isn’t just about your idea. Your idea may be killer. You may have a great heart and want to really solve someone’s problems. But no matter what you think, you have competition.

You have competition against people who don’t know about your product or service.

You have competition against the status quo.

You have competition against something cheaper.

You have competition against something more expensive.

You have competition against “good enough”.

Every startup has to ask, identify, and execute on the question “Why pick us?”

Until you uncover the answers to this question, you still have work to do.