[koonsolo]

You cannot make your own product special without knowing what your competitors are doing.

You have to study the entire market (which means competitors), and then see how you fit in there, and what is special.

[krapp]

Most products aren't that special relative to their competitors. The number of people actually coming to market with a better mousetrap is vanishingly small compared to those who just market essentially the same product or service differently or try to cut costs.