You can be a me-too competitor and still win in the marketplace - but you will have to outwork/outspend to outlast your look-alike adversaries.
This book describes how it's better to start by outthinking your competition, creating a position in the customer's mind so they will understand and appreciate your valuable difference.
This is the classic book that will teach you how:
Positioning: The Battle for Your Mind by Al Ries and Jack Trout
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