This isn't a clear cut line not to be crossed. It's a matter of personal ethics. There are times when you do something differently precisely because you think i

This isn't a clear cut line not to be crossed. It's a matter of personal ethics. There are times when you do something differently precisely because you think it's a better way and gives your company and your customers an advantage. When that advantage becomes clear for all to see there's no reason to deny it, hide it, pretend that it's just blind misfortune that could have happened to you just as easily, when you have taken active steps to make sure it didn't. You don't need to tear down your competitors, but you shouldn't avoid pointing out why you are good/better.