Your customers always have options.
Even if you believe no one else in the market is close to competing with you.
Even if you believe your offer is unique.
For example, one option for your customer is to do nothing. Make no change. Keep the status quo.
Another option is to choose a less-than competitor. Or create a makeshift solution inspired by your solution.
It’s easy to see why many try to disregard this law of options in the value creation process.
Disregarding it puts the creator in control, not the customer. And for many egos, control is too hard to resist.