Ignore the elephant in the room, and you lose control of the story. That’s the point Marichka Onyshchenko drives home in this sharp conversation with host Jim Gilkey. Competition isn’t something to sidestep. It’s a chance to own your narrative, prove expertise, and build trust. Marichka shares why “playing dirty” always backfires, how to focus on your true value proposition, and why buyers care less about flashy comparisons and more about confidence and credibility. She also breaks down how to handle the toughest competitor of all: the status quo. And Jim adds a reminder that your best messaging insights often come straight from customers who’ve switched from rivals. If you’re refining your messaging or facing crowded markets, this one’s packed with clarity you can act on today.👤 Guest BioMarichka Onyshchenko is a Ukrainian living in Belgium with a diverse professional background. She currently works in product marketing, bringing a sharp focus on honest messaging, competitive positioning, and building buyer trust.📌 What We CoverWhy you should never ignore the elephant in the room: competitionHow leading the conversation lets you control the narrativeThe danger of saying “we don’t have competitors”Why “playing dirty” in messaging is a losing strategyThe Rolex vs. crab watch meme — and why comparisons like this miss the markHow to approach the toughest competitor: doing nothingUsing insights from customers who switched from competitorsBuilding trust by showing research, identifying gaps, and proving expertise🔗 Resources MentionedScrappy ABM – Show sponsor, repeatable account-based playsProduct Marketing Alliance

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