Starting a Business: Why “Too Much Competition” Is a Myth (And How to Stand Out Anyway)

How many times have you told yourself, "There are too many other people already doing this."?

Or maybe it sounds more like, "I've waited too long and now the market is too saturated."

I hear this all the time from small business owners and entrepreneurs, and honestly? It drives me a little nuts.

Because here’s the truth: competition isn’t what’s stopping you. Your mindset is.

Let’s Put Competition into Perspective

Every single year, over 50,000 people apply to medical school in the U.S. alone. Not all of them get in, but 50,000+ people still decide to go for it.

And you know what they don’t say?

"I can’t be a doctor because too many other people are already doing thaaattt!"

Sounds ridiculous, right? Yet, so many small business owners say the exact same thing about their own industries.

Yes, competition exists. Yes, plenty of people do what you do, sell what you sell, offer what you offer. But that is not a reason to hold yourself back.

Because the key to standing out and being the go-to in your industry isn't what you sell - it's who you are.

Let’s take this a step further.

I always tell my clients: One dentist can change someone’s entire life.

Why? Because some people are petrified of going to the dentist. They’d rather suffer through pain than book an appointment. And even though there are plenty of qualified dentists out there, it’s not about capability—it’s about connection

They need to find the one dentist who makes them feel comfortable enough to take that first step.

And that’s exactly how your business works, too.

There are probably hundreds (or maybe even thousands) of people out there offering similar products or services. But no one else has your exact experience, perspective, personality, or way of doing things.

That’s your edge.

Your Marketing Should Showcase What Makes You Different

Where a lot of people get it wrong is that marketing isn't about convincing, it's about matching what people need with what you have + who you are.

Your marketing should:

✅ Highlight your unique perspective and approach

✅ Speak directly to the people who will resonate with you

✅ Create a connection that goes beyond what you’re selling

Because at the end of the day, people don’t just buy from businesses. They buy from people they trust.

So, what’s it going to be? Worry about competition? Or show up, market yourself, attract the right people, and build the business you want?

I know which one I’d choose.

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