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Some people will say that you need to beat your competition to succeed. And, to a point, they are correct. However, what you are really trying to do is to stand apart from the competition in the eyes of your ideal clients. This doesn't mean your ideal won't go to your "competition" for something else ... you need to focus on them coming to you for what you do. As a small business owner, this may come down to personality, but it may also include convenience, quality, method of delivery, packaging, timing, customer service and others. Avoid competing on price for that way madness lies.