Years in Silicon Valley teaches you a few things about how to compete – scars, tears, lawsuits, shame and frustration are wonderful educators.

Attacking competitors and letting no claim stand unchallenged is a way of life. The trick is to do it subtly. Never market your competitors products. Never appear defensive. Always front-foot, never back foot. Never market their brand. Use their name, never their identity. Break these and other rules and you are marketing your competitors.

Baiting is a popular pastime as start-ups look to get incumbents marketing their brands for them.

And so it is with Jetstar right now in New Zealand. They’ve successfully lured Air NZ into a defensive position and got them marketing their brand. Smart move from an airline many wouldn’t have given the time of day.