Don’t be one of the >80% of start-ups that don’t reach their initial market share targets! https://thedecisionlab.com/biases/planning-fallacy/
Always good to have it in mind and to counteract this cognitive bias. An excellent and concise article.
“Company executives fail to anticipate how their rivals will behave because they are focused on their own organization. For example, when a company decides to break into a fast-growing market, it often forgets to consider its competitors are likely to do the same, leading to an underestimation of risk.”