Most business owners assume the market rewards the best service. It doesn’t. In reality, customers don’t choose the best business—they choose the easiest one to trust, understand, and find at the exact moment they are ready to decide. That is why competitors who may not be better are still getting more local leads. Not because they are superior, but because they are more decidable . Why Your Competitors Are Getting All the Local Leads (It Is Not Skill) If you have ever though