Think about the competition when talking to your customers, not when talking to yourselves. Don't anthropomorphize the problem. Focus on the problem space, not the people that populate it.
I meant you, but unless you were quoting him in order to disagree with him, you're both making the same point, so the answer to your question taken literally is "both."
Think about the competition when talking to your customers, not when talking to yourselves. Don't anthropomorphize the problem. Focus on the problem space, not the people that populate it.