The opposite of Starbucks is Dunkin Donuts. Not an independent coffee shop, and not coffee at home. On the other hand, the opposite of Dunkin Donuts is not Starbucks. The opposite is ‘not having coffee out.’ That’s because when someone considers getting their morning coffee, the choice is usually home or Dunkin. That person doesn’t have Starbucks as part of their choice set. Defining your brand in this way makes it easier to ignore the irrelevant competition and easier to figure out what you are (and aren’t).
— Seth Godin