The best reason someone talks about you is because they’re actually talking about themselves: “Look at how good my taste is.” Or perhaps, “Look at how good I am at spotting important ideas.” On the other hand, if we’re going to criticize you, censure you, talk about how you’ve crossed a line, we’re doing that to send a signal to our friends and nei

Don’t ever be afraid to tell people why they shouldn’t buy what you’re selling. Not only does it boost your credibility, but if they’re true prospects, it’ll also add fire to their desire.

Of course, we should also keep in mind "do not compete for the sake of competition". Sometimes, after a prolonged period of competition, the only goal becomes simply beating the competitor. For example, in the Microsoft-Google competition, Microsoft for a long time saw defeating Google as its goal, and invested heavily in search. It wasn't until a

When you honestly and accurately position the competition, they cease to become your competition, because you sell something that they don’t sell.

Competition must be considered. What are the forces against you? What have they in price or quality or claims to weigh against your appeal? What have you to win trade against them?