Asymmetric Competition | asymco

In fact, jobs-to-be-done theory suggests that the only successful competition is against non-consumption, especially if you’re an entrant. Non-consumption is easy to beat (because the alternative is no solution to the job) while an entrenched incumbent is very difficult to beat, and it’s often inefficient to even try even if you have the resources. This is what I describe in talks as the “David vs. Goliath” approach vis-à-vis the “Charge of the Light Brigade” approach.
So the theory that competition exists on the de-facto basis of a similar feature set fails a whole series of tests in the real world. Consumers decide based on complex criteria and businesses actually conspire to make the choices as complex as possible reducing the decision to a single option.

Interesting thoughts on competition as a concept. When are companies really competing with one another?