At the outset, I'm wary of any company whose primary claim is that they'll beat <current market leader>. If they're truly in a class apart, why would they need

At the outset, I'm wary of any company whose primary claim is that they'll beat <current market leader>. If they're truly in a class apart, why would they need to rely on a stunt like that? "Look, we're related to <current market leader>: we'll be the ones to beat them. We'll do exactly what they do except better." I think that's just a bad way to frame a company's mission. It looks arrogant and defensive. Show, don't tell.