It's your business.
Having recently left a 12 year full-time lecturing post I've been attending some business 'start-up' seminars and workshops. I think it's very positive that what is now being stressed is that you go into a business you believe in.
Something you have a passion for, and love doing, but at the end of the day it's your business and reflects who you are. Your beliefs and ethics are as much a part of your project as the nuts'n'bolts of how it gets done. Let your business reflect who you are.
I've long been a great believer in doing my very best to give my clients a good service with integrity and professionalism. I've lectured in the business of photography that learners must believe in what they're doing, and their reasons for putting their unique talents on offer. There's never a need to put your competitors down or 'elbow' your way in. At the end of the day, if your work is full of 'you' its quality will shine through.
To anyone thinking about starting their own business, my very best wishes to you. Share your 'self' with your clients and enjoy every minute of it.