A competing company was manufacturing a product: let's call it A. We talked about creating a new product B. We asked existing customers what they thought about

A competing company was manufacturing a product: let's call it A. We talked about creating a new product B. We asked existing customers what they thought about product B. We realized that product B would not be a good seller and did not invest any money in it. However, the competing company somehow finds out about the plans and invested a lot of money to get product B out the door before we could (even though we had let the idea fall to the side). They lost a lot of money and it helped us gain additional market share with the original product A. Note: I only had a small part in this company but makes it easier to write the story with "We".