The higher you climb in levels of anything - sports and business in particular - the tougher the competition. And the more cutthroat and ruthless you must be willing to be.
In sports, being good or even great is not enough. There's a limit to the number of spots on rosters and in competitions (like the Olympics). Some very talented athletes become victims of the “numbers game” of pro sports.
In business, there's a limited amount of money each consumer will spend. You don't want the purchase of your product to be an economic decision; you want to be a must like baby food and rent.
Choose not to, and your competitors won't hesitate to make a meal of your (proverbial) dead body.
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