Who does Google compete with? Pretty much everyone. But, most, if not all, of the companies Google competes with, it also partners with in some capacity. As such, Google has been dubbed a frenemy. In today’s digital world, the rules of competition have changed. The barriers to entry are much lower. And any company that could come up ahead of you in Google results for a relevant query is now a competitor. To find Blue Ocean territory, marketers must understand the competitive landscape. There are many tools that can help illustrate who the direct and indirect competitors in any industry are. However, sometimes you need to just put your blinders on and do what you do best regardless of what anyone else is doing. Chapter 13: Your Competition is Broader Than You Think QUOTABLE: “ You don’t have to like competition in order to understand that it exists.” – Seth Godin, author, blogger and founder, Squidoo GET GOOGLEY: When thinking about with whom you compete, check the list twice to make sure it’s complete.