For any company, keeping track of your position in the competitive landscape is an important element of making the right decisions. When I think about competitors, I think about them separately as “direct” vs. “indirect”:

• Direct competitor: one with a product offering highly similar and seen by your customer as a direct substitute
• Indirect competitor: one that might look glancingly similar (or very different) on the surface, but addresses the same jobs to be done

Direct vs. indirect doesn’t matter all that much at the end of the day;...