Do You Know Your Competitors?

I just believe in that, especially as a niche brand, is a challenger brand. I absolutely am convinced that you need to understand your competitors because your customer has those products as a choice. And then the key, the absolute key, is not to emulate them. The customer already has those choices. We're trying to be brooks. We're not trying to be anybody else. But for us, here's the key. As you don't beat your competition, you win the customer. So at our best, i think, day and day out, what we've achieved in our culture is we have a focus on the runner. That's our focus. It's pretty unique in our