When your product wins, does someone else lose?
That shouldn’t be the point. Your product isn’t a zero sum game.
When your product wins in the market, your market should also win through it’s use.
This means that the transaction is not complete when a sale is made. You are not even.
It has just begun.
You must continue to delight and impress your customers. And if you accomplish this, your business will be at the top of whatever field you are in.
If you don’t, you are destined for a race to the bottom. Which you will lose.