Find a differentiator. Often simply the UX differences can be enough. Look at the CRM space for example. Salesforce is a collosal mess from a UX standpoint, so

Find a differentiator. Often simply the UX differences can be enough. Look at the CRM space for example. Salesforce is a collosal mess from a UX standpoint, so companies like Pipedrive can do pretty well by specifically not being Salesforce.