It’s always a good idea to pick on someone – and who could be a more natural target then your greatest competitor? When you have listed their strengths, weaknesses and advantages, you can begin. The more intent you are on turning your competitor into mashed potatoes, the harder you should hit him, and the greater the element of surprise should be.
What do your competitors and their customers take for granted? What are the really important aspects of the type of product or service you are creating. Now, do something that will change your potential customers’ perspective. Give them a new, unique and better solution.