Most companies just try to be better than competitors. In today’s winner-take-all digital economy, the company that defines and develops a new and different category dominates the category’s economics. Different forces a choice, not a comparison. If you describe yourself as better, you’re automatically placing yourself in someone else’s category, trying to scratch some market share from the category leader. That may become an OK business, but it’s not likely to become a category-defining superstar business.