Toyota

I couldn't agree more

Don't measure against rivals.

It seems like companies, when they develop a new product, just try to emulate what is already available in the market. Unfortunately, it takes 3 to 5 years to create a mature product. What is currently available is somewhere in that 3 to 5 year span. If you attempt to emulate that, you will also take 3 to 5 years. However, by that time, the market will have moved on. You will always be reactionary and you will always be behind the competition.