New products must be prepared to compete in an environment created, and often controlled, by the competition. Marketing is about winning battles of individual perception, not a war on reality.

It is dangerous to assume competitors are lucky or enjoy an advantage they didn't earn, and most category buyers are actively looking for a better alternative.
So, we assume most customers either have enough satisfaction, have grown to tolerate existing options, or lack the motivation to spend much time or effort learning about new options.
Categories are slow to change because most habits are slow to change.

We treat the market leaders as worthy opponents as we discover how to outsmart and outmaneuver then—not just outspend them. This involves developing growth plans based on marketplace realities and how those realities will need to change for the client to succeed.