If you cannot beat your competitors in SEO, or advertising, you can always out-teach them in a way that is valuable and compelling to your customers.

It is possible to share your tools, and the lessons you have learned, without revealing the secret sauce that makes your company unique.

If you simply subscribe to the idea that by teaching your business will gain an edge, you can then figure out what you can teach safely and still share the value.

One way to pick something to teach is by choosing something that is relevant and useful to the costumer in the day-to-day activities.

Companies like Intercom and Buffer wrote about the processes, using their knowledge and transparency around their business to attract the kind of talent that wanted to work on those challenges, in an environment described by the companies.

Basecamp, a project management tool, was teaching customers how to build web apps. Those customers would then get real value from Basecamp blog posts, build better apps, and when it came time to choose their software, would turn to their trusted friend Basecamp for the answer.