- Your Competitive Advantage: is never where or what you think it is
- Your lack of a distinctive, powerful advantage is not down to lack of resources, or skills etc, nor due to competitive forces in your market. It is purely down to your thinking. Changing your thinking is all you need.
- Your intuition can guide you to a superior advantage. You have the wherewithal right now to create and cast a new competitive advantage.... and it can be done and deployed in a very?short time-frame
- Simply following current management thinking and practise is dangerous; it makes you do silly things. It makes you cling desperately to the latest new fad, tech, 'paradigm' blah blah.... simply?mimicking other organisations - and in doing so you inadvertently commodify your offer!
- It is always best to focus, to crystalise your offer down to a singular, best advantage, not a whole list of features or 'benefits'
- Traditional marketing thinking wants you to act the Hunter; you should act like the Deer being hunted
- What you think is value-add, may not be of value; and measuring your exertion - effort to provide something - is no measure of value either - we measure the wrong things in the wrong way
- But, your value is higher than you think to a small number of people and organisations
- If you can grasp a singular best advantage, it allows you to create your own market; a market on your terms, and as such, cannot easily be copied by your competitors. It is better to define your own market than just compete in one that you find yourself in
- If you change your Price or Promotion, you get two months advantage; if you change your product or service feature, maybe two months. If you change something that is right under the nose of all in your market, something that is a real challenge and which has a major effect on your Customers or Clients, you can get up to TWO YEARS.
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2 年Nice article
Agile Project Management | Team & Organization Development | Portfolio Management
2 年Great summary/advices. I don't get the hunter/deer metaphor (6th point) though. Can you please explain it a bit more?