Are you competing with companies in different industries? For example, a fitness brand might also be competing against diet products. A DIY brand might be competing against professional painters and decorators. What might someone buy instead of your product? Could you acknowledge this asymmetrical rivalry? How could you confront this hidden competition?
Try this
Visit three competitor websites and note what they all say. Now write the thing none of them say.
Ideas
Open a ten-minute sprint with Know your competitors as your prompt.