Imagine you could take a picture of your competitor's performance for one of their clients (the "before" picture). Then imagine you could take a picture of your performance showing that client the results you could produce for him (the "after" picture).
If you like this idea, it's because you recognize that the difference between those pictures might be enough to compel your competitor's client to make a change. That difference might lead to dissatisfaction—and an opportunity.
But what if we were to reverse this scenario? What if your competitor could take a picture of your mediocre performance as the "before" picture and use their performance as the "after"?
