When thoughts about your competitors pop into your head, the last thing you may think of doing is reach out to them to start a relationship. After all, you’re going after the same customers so what if you accidentally give away a secret or worse see what they’re doing and start feeling like they’re better than you. Any entrepreneur who has done the hard work of building a business knows that the secret is really in hard work and execution, not only in the secret sauce. You also know that, even though your competitors may offer essentially the same product or service as you, there are inherent differences between the offers. This is a positive aspect of capitalism, that there is enough room in the market for multiple players to offer the same products and services and have some of them be right for a certain segment of the market while others are better for others. Each company offers a differentiated version of the same products and services. The deeper you understand the actual v
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