Why The Competition Isn't Your Business Enemy In business, people often believe you need an enemy to beat, but there are better places to focus your energy to grow your business.

By Jim Joseph

Opinions expressed by Entrepreneur contributors are their own.

I've heard many people say that in business you should focus your energy on beating an "enemy." The notion is that if you concentrate on beating out your closest competitor, you will one-up them each and every time and "win."

Ouch. This makes me wince. I'd much rather focus on my customers and what they need and want from me -- constantly striving to do better and better. I don't need the motivation of beating someone else. My happiness comes from generating a love for my brand that instills incredible customer loyalty. That's how I win.

Related: How to Breed Positivity Among Customers and Clients

But you can only do that if you continually keep an open and active relationship with your customers, better than they can get anywhere else. You need to keep your brand alive and fresh in their minds, so that they don't turn to your competitors.

Think about the brands surrounding your life. You're probably loyal to a short list of brands that get you through your day. I can think of a handful I interact with each morning. I can't imagine life without them. They have my loyalty because they focus on what I need. And those great brands never acknowledge their competitors because they know I wouldn't care to hear about it.

Related: How to Dominate Your Competition With 'Reciprocal' Customer Loyalty

I'm not advocating that you should ignore your competition by any means. You have to stay on top of what others in your category or industry are doing and benchmark against them. Keep a competitive spirit, but place your energy and time on customer satisfaction.

If you're looking for an enemy, make it mediocrity, complacency and apathy. Push back when others say, "We tried that before," or when you're confronted with someone telling you -- "that will never work." That's your enemy, and it can easily be beat with a passion and commitment to your customers.

Related: 5 Ways to Close The Sale With Indecisive Customers

Jim Joseph

Marketing Master - Author - Blogger - Dad

Jim Joseph is a commentator on the marketing industry. He is Global President of the marketing communications agency BCW, author of The Experience Effect series and an adjunct instructor at New York University.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Business News

AI Helped a Major Social Media Company Grow Its Revenue 16% in a Year, According to Its CEO

Pinterest also reported that its monthly active users increased 10% year-over-year, to 570 million.

Business Ideas

70 Small Business Ideas to Start in 2025

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2025.

Business News

Warren Buffett Says to Forget About 10,000 Hours of Practice — If You Want to Master Something, Do This Instead

At the 2025 Berkshire Hathaway shareholders meeting, the "Oracle of Omaha" described the systematic approach to success that has worked so well for him over his storied career.

Science & Technology

3 AI Tools to Help You Start a Profitable Solo Business in 2025

Ready to automate your business and scale without a team? This video is your step-by-step guide.

Buying / Investing in Business

Former Zillow Execs Target $1.3T Market

Co-ownership is creating big opportunities for entrepreneurs.

Growing a Business

Here's How Scaling a Business Really Works (It's Not What You Think)

Scaling isn't just about growth. It's about reinvention.