Your competition is indifference

You think your competition is the other company that does what you do. It isn't. Your competition is people not caring at all.

Most of the market isn't choosing between you and your competitor. They're choosing between you and doing nothing. Between you and ignoring the problem. Between you and "maybe later," which really means never.

This changes everything about how you market. You're not making a case for why you're better than the alternative. You're making a case for why this matters in the first place.

Competitive positioning is a trap. You spend all your energy on differentiation that only matters to the 5% who are already comparing vendors. The other 95% haven't even decided the problem is worth solving.

Start there. Make them care. The rest is details.