Innovation can be difficult to come by when every company spends most of their time looking at what their competitors are doing. That just results in a lot of copycat marketing, where everyone in the same industry is doing the same thing. You might find condo project marketing or real estate project sales agencies, for example, adopting similar tools and methods to others and hoping for a different result. While it can be smart to keep tabs on your sales competitors, you will have a tough time leading the pack if you don't look anywhere else. Watch the consumer instead. Thanks to social media, it's easier than ever to watch the consumer.