By Tom Peters (Creative Commons)ReadOasis Step 4

Does this require more explanation than the Golden Rule (?Do unto others ... ?): Badmouthing competitors diminishes you. Period.
?Win? with better product.?Win? with better relationships.?Win? when your industry is prospering and has a good reputation. (Think consultants, ad agencies, lawyers, for example.)
Build up your competitors!Build up your entire industry!
(And if a competitor is missing deadlines, etc., instead of piling on, say, ?Yes, ...