When we are reviewing the market, we naturally look to see what our competitors are doing. And that’s healthy. Let’s us know where are compared to them. Gives us a baseline.

However it may be that you are basing your next move on a move that has already been done, and you are simply adding yourself as an option and muddying the waters for potential clients.

But, “I want to be an option” I hear you say.

Well, yes, I get that. So consider it this way. Why not be an option creator and choose to create and deliver better, different options. Surprise the market. Come at the market differently. See the gaps in the gaps.

Innovation is a word most connected with new products but I see it as another way of saying "we lead in our specialism because we constantly look at your challenge and take a known block of skills but apply them in a different way."
The best way to predict your future is to create it.

Create, and you will naturally step to the side of your competition. Create, and you will naturally step ahead.

And given the market is softening for many, perhaps create, don't compete may help them navigate this changing marketplace.