Kane lays a critical business principle down in his prolific track - Ain’t No Half Steppin. Opening with the line -

Rappers stepping to me, they want to get some
But I'm the Kane, so yo, you know the outcome
Another victory, they can't get with me
So pick a B.C. date cause you are history

He breaks down the modern marketplace. The competition is coming from every corner. No business or category is safe. But you can devour the competition if you don’t half step. Here’s how:

1. Make sure your product is the machete, not the butter knife

   • The marketplace is increasingly crowded and competitive. Customer have gobs of choices and switching costs are lower than ever. Make sure your product is the best. The fastest service. The strongest value proposition. If it isn’t, your competition will step forward and cut your market share.

2. Be different so they can’t compare you to another

   • Differentiation is essential. If the customer can’t compare your product to another in the category, the customer will be less likely to switch. An arms race to match features will only obscure your point of difference and make it easier for your customer to rationalize a switch. Different is more than features. Different is brand identity, service or distribution.

3. Define the name

   • Define who you are and your value proposition before the competition does. Say you’re the greatest, the latest, the best or the originator. If you define success and have the proof points to back it up, you will frame the comparison on your terms.

The competition won’t stop, but you can win if you don’t half step.