Nice post.

I would add that creativity is about adding something with positive value yet it can only comes when we process, emotionally or rationally or both ways, knwoledge of the existing hence the base of indirect competitiveness.

Making it different unique, as Grateful Dead said, it will open abundant spaces to navigate into for the next steps of creativity to be applied.

Personally I always suggest to love and understand very well your competitors, if you have any idea of who they are, becasue it will help you get better.