Making Competition Irrelevant

In order to achieve incredible growth you must change the context of how the market sees what you offer and in doing so make your competition irrelevant.

To achieve this you can create a never imagined product or innovate an entire industry. These are generally accepted ways to achieve growth, but let’s face it, not everyone has that in them.  A far simpler way is to better understand the market you are trying to serve and move your business into the position of leadership.

You do this by understanding where your market is headed, even before your market knows it headed there.

Most businesses try to focus all of their attention on selling, servicing and talking about where their market is today. They create products and services to sell to people who are already demanding those products and services. Nothing wrong with that, money to be made there, but that’s where everyone else is playing too.

If you want to make the competition irrelevant you have to start having conversations with the market about the things no one else is telling them they need to consider.

Brand preference competition, with its constant “my brand is better than your brand” jockeying, is by far the most common. Marketing strategies aimed toward this approach feature constant, enhancements to your companies offering’s such as reliability, or price, in hopes of getting buyers to take a second look at a familiar brand.  They devote even more resources to marketing communications that try to sway buyers with more clever advertising, more impactful promotions, more visible sponsorships, and more involving social media programs than the competition’s.

Nobody said this was going to be easy. What I’m suggesting is a business strategy as much as a marketing play, but bold growth only comes from equally bold thinking.