While you prove you are better, your competitor defines the rules of choice: on marketing framing

This Habr article explores the trap companies fall into when they blindly follow customer demands and competitor moves. The author argues that constantly expanding product features and lowering prices under market pressure often leads to a loss of strategy and reduced margins. Instead of merely reacting, companies should focus on 'framing'—the process of shaping consumer choice criteria. Often, it is the competitor who sets the rules of the game by defining which product characteristics are considered essential. The author urges businesses not just to prove their superiority with arguments, but to take the initiative in defining the questions a product should answer. Understanding how a customer forms expectations allows a company to escape the endless race against competitors and focus on creating unique value that is genuinely important to the market, rather than being dictated by external factors.