We can support our competitors! Its ok to cheer each other on!!!

I’m hard wired for this, but I should take more time to  explain why… 

Because if your niche is tiny, you don’t need to “win the market,” you need to grow the market.

A niche doesn’t get big because one company dominates it.

A niche gets big because multiple companies prove the category exists, educate consumers, normalize the product, and make the market safer, easier, and more familiar to enter.

Cheering your competitors on is not charity.

It’s category creation.

When your competitor gets press, or distribution, or a rave review — they’re not “stealing your customers.” They’re doing free education, building demand, and making it easier for the next person in that buyer’s journey to understand exactly what your product is.

You don’t need a bigger slice of the pie.

You need a bigger pie.

Or a Rising Tide that raises all boats!!! (Yey! I caught a fish!)