The kanji shows two figures standing side-by-side, each with a central component that looks like a simplified 'older brother' (兄). They are visually arranged as if ready to *compete* or *race* against each other, maybe even 'speaking' (言) words of challenge.
'Kyō' (きょう) — sounds like 'K.O.' (knock out). In a tough competition, you might aim for a K.O. to win.
'Se' (せ) — sounds like 'sell'. People *compete* to *sell* their products in the market.