"We are disruptors in our space, we don't have direct competitors."
Many times I have heard that statement, especially from startups, and it has been followed by the refrain that looking at competitors doesn’t matter. But does that mean you have nothing to learn from other companies? Does that mean you don’t compete for attention? No company exists in a vacuum, and it can often be the less direct competitors and the broader market forces that can provide great insight and inspiration.