The game of wasting money
Knowing ourselves—what we like, what we’re best at, what we value above everything else—is what makes us different.
competition
19 posts
Will your marketing work?
Your marketing position is a core part of the structure of your strategy, and of your business. In short, it’s the answer to these five questions:
How do you suppose customers choose?
A large part of my day-to-day work is applying marketing strategy to help people make a successful transition into consulting. And some of the most common struggles I help them work through are variations on, “My industry is so price-sensitive.”
A torrent of change
On May 4, 1844, over an experimental line extending the almost 40 miles from D.C. to Baltimore, Samuel Morse sent four words. A similar message sent just days before would have taken hours to arrive. Now, it travelled the distance in an instant.
A perfect sensibility of danger
Successful strategy requires being different. When you focus on what everyone else is doing, when you try to fit too well into your industry, you become more and more like everyone else—with less and less for a customer to base a choice on other than price.
Flank the devil
It can be tempting to respond directly when you feel attacked. Perhaps by a competitor trying to “steal” your customers by drastically undercutting your prices. But to respond in kind is to rush headfirst into battle against someone who wants you to fight on their terms.
They’re stuck too
2020 is a year of anxieties for everyone, business owners included. And a particular strain of anxiety I’ve noticed is over competition.
Showing of 19 posts