Let's consider a question that every business professional should be able to answer: Who are your competitors?
List two, three, or four companies.
Then ask yourself, "How do I know that these are our closest rivals? Are they the companies that most often pitch for business alongside our company? Do their brands sit beside ours on the shelf? Are they coming up close to our brand in search-page rank? Do they compete with us for resources and employees? Do they vie with us for the consumer's dollar?"
If a company or brand is.....