Everyone knows Amazon and their incredible success but perhaps you may not have stopped to think about why they have been so successful; for Bezos, he is clear on this; he is obsessed about obsessing over the customer.  

He believes that the customer is always looking for something better, even if they don't know it and if your desire is to delight customers, you will create, and deliver, what they need.

One of the reasons I love working at Tribal Impact is that I believe our founder, Sarah Goodall, is indeed obsessed with her customers.  She connects with them personally and doesn't just see them as a means to an end but truly wants to help them grow their business and achieve their objectives.  They always come first in what we do and 'delighting' them is our top priority.

Of course, you should keep an eye on your competitors and a healthy respect for what they do but first and foremost, keep close to your customer.