When someone or something threatens us, we instinctively look for ways to avoid the threat. When it comes to business and money, the same thing applies. We try to protect both our business and the cash involved as much as possible. If we start defending, we close ourselves in a corner and there is no way out but by defeat or by avoiding. Instead of turning into a defense mode, we should try to make a partner out of the threat. We should simply provide and create ways to build a business with the one treating our business.
Once you understand the principle behind it, it is easy to see how you can make your biggest competitors into your best partners. A competitor is someone that wants the same as you want. However, each competitor in the market can really become the best ally of the joint venture and a stronger person selling for you, if you know what to do. Your task is to discover how to integrate your competition into your partner and together to build a successful business. So, stop trying to divide the same pie (meaning be ready to be innovative) and attract same buyers to buy your pie in a bigger package (competition product with some complementary product, which obviously belongs to you). “Create this new pie” and give your competitors to sell it for you.
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