Companies pour so much time and effort into obsessing over their competitors. What are they doing today? What is their new campaign? What new features are they offering?
Imagine if even half that effort went into obsessing over your customers. How can you make their life better? Easier? Safer? Happier? How can you provide the best possible experience to every customer?
Turning a customer into a loyal fan is long-term and proactive. Chasing competition is short-term and reactive.