When you're a little fish in the pond of big businesses, it's easy to stand in the shadows of the big fish. If you're a start up business, it's smart to stand in their shadows at first, because you learn to do as they do, and if they're successful, you too learn to be successful.
If you're no longer a start up and have been in business for some time, you need to get out from the competitor's shadow. You can complain all you want about how no one knows your company exists, but the reality is that no one does know you exist if they can't see you in the shadows.
Always remember that no one put you there but you. Push your way out from the shadows and make yourself some elbow room, so the sunlight can shine upon your business too, but take a look behind you every so often to see who is standing in your shadow.
Keep Swimming Little Fish!
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