5 rules for addressing your biggest competitors

One of our clients introduced a new product to the marketplace 10 years
ago. The product was wildly successful—and for most of the decade, they had
the marketplace to themselves.
Then, suddenly, a couple of competitors released their own versions of the
product. Unlike the client—a relatively small and independent
manufacturer—the competitors have big marketing budgets designed to quickly
capture a sizable share of the market.
The competition may not be an existential threat t