The competition is looking for the pattern that works. Lower prices may be the pattern. Quality with a temporary coupon may be the pattern. No matter what the pattern is, the competition is looking for the pattern that works.
When the pattern that works is found, most of the competition learns about it. The result is a stampede of competitors trying to implement the pattern and have the pattern work for them. The pattern will work for the competitors, but it will work differently for different people. Some of the competitors will be able to get results similar to the person who found the pattern. Others will end up with something that works, but the results won’t be as good.
In order to lead the stampede, you need to be different from the competition while implementing the pattern that works. That is how you will be able to stand out and ultimately lead the stampede.