The concept of indirect competition refers to a situation where two or more products or services are competing for the same customer's needs, but with different solutions that may not be compatible. This type of competition arises when customers have multiple conflicting desires and want to achieve different outcomes from a single product or service. For example, a software product may offer features that align with one outcome, but conflict with another desired outcome, such as optimizing response times versus showing trust in the work environment. Understanding indirect competition is crucial for businesses to identify and manage these conflicts, and develop marketing strategies to make their product more attractive to customers by reducing the attractiveness of alternative outcomes. By recognizing the indirect competitors and their conflicting forces, businesses can create targeted marketing efforts that counteract these challenges and increase customer adoption.