There always is a race. Even when you say, you aren’t in any race, you are racing with yourself.
There are two kinds of races, one: towards the top, and two: towards the bottom.
The easier race is the race towards the bottom. The competition is fierce, you reduce your rate and your competitor reduces it further and you respond to it with a further rate cut. This race will end with neither of you winning or the worst getting out of business.
The difficult one, but the one you want to run, is the race towards the top. Give value to the client, be so awesome that only a few can do what you are doing, strive for excellence, move upward where there are few players and competition dries up.
Pick any industry and there are only a few top players dictating the market on their own terms. The rest are just surviving.
Select your race.