“I can’t believe they got that job. We are so much better than them”. We’ve all heard that. Some of us have said it. Here’s the question. Then, why did they get it? If it was price, what did they do to their cost structures to make their price possible? If it was networks, what are they doing or who do they know that you don’t? If it was credibility, what makes them a more comfortable choice than you? So many companies respond to a competitor’s wins with excuses. The companies I like are the ones that use every loss as an opportunity to re-evaluate if and how they themselves need to change. Sometimes, decisions are a bit like email. It’s not the message you get that counts. It’s the way you choose to reply.