You don’t have to be better, but you must be observably different.
If you’re not somehow different, then you’re just another one. No winner is ever just another one. It’s best to be the first one. But if not, then find a way to narrow the field so that you’re the first one in the subdivision.
For example, be the first vacuum-cleaner manufacturer. If you can’t be the first vacuum-cleaner manufacturer, then be the first vacuum-cleaner manufacturer with modern designer colors.
Knowing this important secret of the universe, go forth and prosper.