No matter what kind of entrepreneur you are, no matter what kind of business you have, there are likely lots (and lots) of others who do the same thing you do. That's why it's so important to differentiate yourself from your competition in any and all ways that you can.
In a world stymied by a melee of advertising from deep-pocketed corporations and products auditioning for our limited and desensitized attention span, it's more than differentiation that will unlock customers' wallets.
Competitive intelligence is about understanding your client or competitor's needs and desires while identifying opportunities and threats. It's about knowing what will make your business successful in the long run.
Shelley Bade has had a complex journey with the co-working franchise Office Evolution. It began as a competitor, then turned into a support system when she needed it the most.