Nathan Baschez is the cofounder and CEO of AI word processor Lex. He cofounded Every, was the first employee at Substack, and co-created Product Hunt.
Your actual competition
A guide to Porter’s “Five Forces” framework—through the lens of Spotify
Jan 16, 2020 · 1 min readUpdated Dec 17, 2025
Your business has more competition than you may realize.
When most people list their competitors, they usually just name companies that make similar products. But in reality, they should also think of their suppliers, customers, substitute products—even potential new entrants that don’t exist yet!—as competitors.
Of course, these relationships are collaborative and beneficial to everyone involved. But it’s important to realize that they are competitors, in the sense that they compete with you for profit.
Understanding how these other “competitors” interact to affect your profitability and growth is crucial.
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