Your competition isn't always who you thin it is
If I told you that I'm not going to join your gym because I want to spend the £50 a month on a wine tasting class, you'd think I was odd. What you wouldn't think is that wine tasting classes (or the pub, or a course, or a theatre trip, or anything that I could spend that £50 on) were competition. You should. Stop, collaborate and listen...to the video