Mikeal Rogers:

The best way to promote your project is to first promote that understanding of the problem. The better you are at sharing that understanding of the problem the more your audience can appreciate your solution.

In Mikeal’s case he’s talking about open source projects, but this also applies to products. If you define yourself by your competitors instead of sharing in your customers’ pain, all you’ll ever be is just an alternative to the competitor instead of a solution to a problem.