Our competitors are only the ones selling the same thing as us

Many businesses fall into the trap of believing their only competitors are those selling the exact same product or service. The truth is far wider. Competition comes in many forms: direct competitors, indirect competitors, substitutes from other industries, and even the option for customers to do nothing at all. In this episode I explain why the narrow view of competition is dangerous and how to think strategically about all competitor types, including alternative competitors you might not have considered.

I break down each type of competitor with clear examples — from obvious direct rivals, to indirect solutions that solve the same problem differently, to surprising substitutes, and the dark horses that can suddenly reshape an industry. I also highlight how internal competition, like a customer choosing to solve a problem in-house, is often overlooked but just as real.

You’ll learn practical ways to analyse the full competitive landscape. Using frameworks like SWOT and PESTLE, tools like Similarweb, SEMrush, and Google Trends, and gathering feedback from lost sales, you can build a clearer picture of who you are really up against. I also explain why perception defines your competitive set and how building a moat protects your business from copycats.

Your competition is not just the obvious players. Understanding competitor types and alternative competitors helps you position smarter, price better, and stand out with confidence.