The Concept
Great brands are defined by their enemies. Salesforce was 'No Software'. Apple was 'Mac vs PC'.
If you position yourself as 'Better', you are comparing features. If you position yourself 'Against' the old way, you are selling a movement.
The Fix
Don't fight a competitor (that looks petty). Fight the Status Quo.
Bad: "We are faster than X."
Good: "Stop waiting 3 days for reports."