Regardless of what industry you’re in, money is tight for your customers.
So, as long as we’re in this situation, your competition isn’t the other guy who’s selling the same type of product as you. It’s every other business.
Your customer isn’t just choosing between Kleenex and Puffs, for instance; now she’s choosing between tissues and a loaf of bread.
This is the lens through which marketing teams need to look at their goals and objectives.