You change the nature of the competition. There are many ways that companies can compete while making the market better for themselves and customers. What you want to do is make more money, not kill someone. Sometimes that means just understanding your payoffs better. Look at the credit card industry.
Banks use the wrong variable when issuing cards.
They focus on whether a cardholder is likely to default, not whether he or she will be profitable. But, next to outright defaulters, they are the worst customers, because credit card issuers lose money on charge volume that does not revolve. Maxpayers get an interest-free loan from the bank, since they take advantage of the monthlong grace period that card issuers offer. As a result, banks must keep interest rates high to make their money. The selection criteria for cards should be changed to increase the company's real payoffs.