“Sometimes, the person you think is your competitor isn’t your real competition. The real competitor may be something you haven’t even noticed.”
In 2017, Netflix CEO Reed Hastings made an interesting statement:
“We compete with sleep.”
At first, that sounds surprising. Surely Netflix competes with other streaming platforms, right?
Not exactly.
While companies like Amazon Prime Video or Hulu may seem like direct competitors, Netflix understood that their real challenge wasn’t just other platforms — it was human behavior.
They weren’t only fighting for market share.
They were fighting for attention.
The real competition was people choosing to sleep instead of watching another episode.
That’s why Netflix heavily invests in engaging series formats, autoplay features, and cliffhangers — all designed to keep viewers watching longer. Their true battle was not against another app, but against habit and time.
Competition Is Often Behavioral
When we look at our own businesses, we often assume our competitors are companies offering similar products or services.
But that’s not always the case.
Sometimes, your real competitor is:
- A habit
- A convenience
- A lifestyle choice
- Or even technology
Let’s look at a few examples.
1. Restaurants
If fewer customers are dining at your restaurant, it might not only be because they prefer another restaurant.
They might be:
- Cooking at home
- Ordering through delivery platforms like Grab
- Choosing convenience over experience
Your competitor might not be another restaurant — it might be comfort and convenience.
2. Skincare Brands
If your skincare sales are declining, it may not be solely due to new brands entering the market.
It could also be influenced by:
- Beauty filters on social media apps
- Changing beauty standards
- Short-form video trends that prioritize instant appearance over long-term skincare
Sometimes, technology becomes the invisible competitor.
The Real Question Every Business Should Ask
Who — or what — are you truly competing against?
Whether you run a small business or a large company, understanding your real competition is critical.
Because once you identify the true competitor, you can design better strategies.
Not just to outperform other brands —
But to influence behavior.