One more note about competition. Over the years, many, many companies have talked about opportunities that pop up when their competition does something dumb, like treating customers poorly. But those companies are almost always unwilling to use their own marketing to call the competitor out by name, and to position themselves as the happy alternative. This fear of going head to head has caused the loss of many an opportunity to grab market share at a low cost. If you’re doing it well and they’re not, let their customers know.