The idea that we are trying to optimise something is fundamentally mistaken, we are using the wrong maths and the wrong mindset in making marketing decisions if we assume only that our job is to be the best at something. If we define ourselves by our competitors, we’ll be even worse because we are trying to be better at something that a lot of people are already very good at. What’s the point of doing that?

My purpose is not to be a great competitor, my purpose is to create a mental monopoly in the space. Essentially, so that I have a monopoly (price and power) and can operate like a business - innovate and take long term decisions. The second I try to be competitive; the future health of my business is already in doubt because I’ll be driven by short-term thinking and the whims of the market. What about your organisation?