Perceiving competition.
By focusing on the longer-term vision of your organization, the real competitors will appear.
"Instead, Katila and Thatchenkery found clear evidence that the most innovative firms tended to be the ones that were paying attention to the right competitors."
https://ecorner.stanford.edu/articles/how-to-rethink-competition/
From an innovation perspective, those obvious competitors are likely your competitors today. By focusing on the longer-term vision of your organization, the real competitors will appear.