Last night at dinner I was sharing stories about how people don’t understand that coworking spaces aren’t in competition with each other.

Thing is, a coworking space’s primary completion is the complacency of working from home. It’s the free alternative of working on the couch or at the dining room table.

So back to dinner. There was a dentist at the table who I could tell wasn’t buying my line of thinking. He didn’t even have to say it. His body language spoke volumes.

So I started thinking about his dentistry business. Who is their competition?

And I had a realization.

A dentists competition is more likely to be someone’s fear of going to the dentist, than another dentist.

Inaction is most peoples’ default choice. Understanding that, and understanding that implication in your biz, changes the game.

My dentist is my dentist because I spent a decade afraid of going to the dentist. They made me feel comfortable, and I’ll be loyal to them forever.

There’s incredible value in understanding who your completion really is.