What are you waiting for? What’s your company waiting for? The right time? The right seasonality? The right market conditions? For that competitor to stop doing so well?
Apple didn’t wait for the market to mature to launch the iPod or the iPhone, Microsoft didn’t wait for the right time to launch the PC, Facebook didn’t wait for the social networking market to be firmly established to launch their product so people would understand what they were all about. Being the driver often means heavy lifting, but it also means it becomes yours to own and educate and create advocates from.
Stop waiting. Start doing. Create your seasonal uplift, be the driver of new demand, you be the thing that stops your competitor doing so well.
If you’re waiting for someone else to come along and stop your competitor doing so well, don’t worry, they will, but it won’t be your company that enjoys the majority of the spoils.
If there’s a flat period of seasonal demand each year – create your own spike. Then that period will become known as your period. Now you’ll have competitors chasing you.