Harsh, but true: companies that don't compare don't compete.
Why?
Nobody is an industry of one. Whatever you sell — a product or service, b2b or b2c — there's always an alternative.
You'd think this truth would impact the way every company manages itself, but it doesn't: a lot of companies are content with whatever market share they have and don't make much effort to assess or improve their competitive performance.
Sad.
But also great because this gives companies that care a significant advantage.
The challenge?