The competition isn’t who you think

Too many businesses approach their market like a league table. Rivals line up, each trying to edge past the other with faster service, sharper pricing, better players. It feels fair. Structured. Like sports.

But business is not sports. There are no referees holding the rules in place. The lines shift constantly. And the most dangerous opponent is often the one who ignores the game altogether.

When Fair Play Isn’t the Game

Every industry has its rogue player. The one who wins clients not by playing harder, but by breaking the rules everyone else lives by. They promise the same service at half the cost, but only by cutting corners. On paper, they look like your competitor. In practice, they’re changing the rules of the game.

If you only measure yourself against them, you end up competing on their terms—dragged into a race to the bottom you can’t win.

Tradition as a Handicap

The reverse is just as dangerous. Established players often cling to the rulebook they helped write. They define themselves against peers who share the same rituals, the same heritage. Meanwhile, someone enters from the sidelines and redraws the pitch: new channels, new values, new ways of framing what the category even means.

You’re still playing football. They’re already onto a different sport.

The Invisible Opponent

And sometimes, the enemy isn’t even another player. It’s the audience refusing to turn up. The pitch that’s not ready yet. The clients who prefer to wait it out, keep the spreadsheet, or delay a decision. Inertia and fear take more wins off the board than most direct competitors ever do. But because they don’t wear team colours, most businesses don’t recognise them as the true opposition.

Strategy Means Redrawing the Lines

That’s the deeper mistake: assuming the game is fixed. In reality, strategy is about choosing which fight is worth fighting—and, when necessary, moving the goalposts. Defining not just who you are, but what you stand against.

Brands that sharpen themselves against the wrong enemy waste their energy. The ones that win are those who name the real opponent and, when needed, change the game itself.

Because business is not sport. There is no final whistle. No neutral referee. Only the rules you accept and the rules you’re bold enough to break.