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From time to time for instance we meet business owners who are convinced that their product is unique and that they have therefore no competition. "This is brand new", "It does not exist", or "There is nothing like it and we have no competition because nobody makes or sells it". These are some of the phrases we here from time to time. Well, the reality is that there might not be a direct comparable competitor, but as long as there is a choice, there is an alternative. In other words, since there is always a choice, there is always an alternative. Even it is means to stick with the old.
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