Be different, not just better. Read The 22 Immutable Laws of Marketing, or study what’s referred to as the “blue ocean” strategy. Create (or reinvent) a category you can dominate, rather than trying to be incrementally better in a crowded, preexisting category. If you do the same exact thing as your competitors, it’s a race to the bottom on price. No one but the largest, best-funded company will win a price war.