Interesting conversation about this over on YMX
Some of my thoughts are:
1. You don't.
2. You be the person and Church God called you to be.
3. Not everything should be all fun and games and based upon Consumer mentality.
Of course there are some varied methods and paradigms in there as well ... personally I don't want to be the next competitor to anyone ... my pride would hurt me too much and well I do tend to get jealous sometimes and basically don't need to be the next Doug Fields.