The business goal is...

The goal is not for a business to "beat" the competition. It is to beat one's own business. Ask the questions. How can the business make a better product this year? How can the artist make a better version of the item? How can a maker improve skills? Improve value and quality? The questions go on and on. The point remains the same. The only rival worthy of attention is oneself. No one else. You are the competition. No one else. You are your only competition.