We sometimes spend so much time thinking about our competitors that we overlook the biggest one: inertia. Seldom does anybody have to do anything. More often than not, what we offer is discretionary. People can always choose not to do anything at all instead of doing business with us. Does your marketing reflect this? Even as you deepen and strengthen your brand, are you doing things that persuade your prospect to act? Think Nike’s “Just Do It.” Then follow suit.