I hear this from potential investors, potential customers and friends/family. Everyone has a burning desire to know "who are you up against". It's a difficult question to answer, but usually I answer "the last version of our product". This isn't arrogance about ourselves or a view that our competitors are irrelevant, but rather the way we think about our business. Let me explain: I'm a huge fan of Toyota's internal company motto "Run scared", which I've...