You're Not Seeing the Binery

You take any of your products or services, and it's seemingly a binery. It's you versus them. Your product is superior, or at least different in some way. We have to make the comparison, but there is no overt conflict. But when life exists in the binery, conflict is almost inevitable. How do we get astronauts to have more value for ground control? And how do we make this intrenched battle just a football game that is very intense, but doesn't bring out the knives? Interestingly, we think it's about us. We haveto change. Yes, we have the change, but it's really the middle man that's causing all this.