Everything is competitive. Not in the sports sense with winners, losers and a score. Competitive in the sense of alternatives. When a team tells me their deal is sole-sourced, there is no competition for their client, or this is the only option, I’m very skeptical. Do nothing is an alternative. Tomorrow is an alternative. Doing it alone is an alternative. There’s a varied sequence to 1) yes, I need something, 2) yes, I need it now, 3) yes, I will pay for it, 4) yes, I’ll buy it from you. *