What should I do if my competitor chooses to be standard?

I have a standard competitor in the field. He is standardizing every simple and even little thing to remove every imaginable weakness the might have and others may strike against them. As a similar provider, what can I do? everything I do and think about, it brings me to the same route which my competitor has done... show more I have a standard competitor in the field. He is standardizing every simple and even little thing to remove every imaginable weakness the might have and others may strike against them. As a similar provider, what can I do? everything I do and think about, it brings me to the same route which my competitor has done before. The rest are not valuable and I if do them clients will select my competitor. I need opinions about what should I do in such situation to be the second great share holder of the market and the #1 tough competitor for the mentioned here above.

What do you think is good to do like this case?
What would You do if you were me?

Thanks in advance.
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