"But I'm not as talented as he is..."

If you can't be as talented as someone else, if you can't sell for cheaper than someone else, if you don't have the resources that the other guy does, you can still do well by providing a better human experience.

Build a boutique when you can't compete with the megamall. Specialize in special. Be more thoughtful. Be more empathetic. Show them you care and the ones that care about that will become your greatest advocates.