To compete for choice is the essence. It is the essence of nature and the essence of business. Using agility, intelligence and a multitude of other features, animals compete to be chosen by a suitable mate; and this competitive behaviour drives the survival of the species.
It's the same in business, where organizations must deftly use all tools at their disposal to stand out from the herd to ensure their brand is chosen. The essence of strategy is to make intelligent choices about how to compete effectively for specific customer choices.
Consumers aren't going to make several choices; they're going to make one. You want to make sure it's your brand they choose, today and again tomorrow.