The death of competitive advantage

The death of competitive advantage

Does having so much information and so many choices actually make it harder to make a purchase decision? We can scour the web for countless reviews, product details, FAQs on performance. The “long tail” ensures that there are products for a near infinite...
TECHNIQUE: SWOT Analysis revisited

TECHNIQUE: SWOT Analysis revisited

Most people in business are familiar with a SWOT Analysis. You list the internal Strengths and Weaknesses of your company, as well as the external Opportunities and Threats. It’s a useful tool in planning. However, it’s sometimes used in place of planning. Try this...
CONCEPT: David and Goliath

CONCEPT: David and Goliath

Unless you’re the market leader in your category and region, it may seem impossible to beat the “big guys.” They have more money, more awareness, more resources to blow you out of the water with any type of marketing promotion that you can do. But every giant has...
TECHNIQUE: Be your own competitor

TECHNIQUE: Be your own competitor

Looking at things from a different point of view is always a good practice to have. It allows you to be more open to innovative ideas and helps you to identify new ways to improve yourself. For the next 30 minutes to an hour, put yourself into one of your competitor’s...

IDEA: Empty your cup

Nan-in, a Japanese master during the Meiji era, received a university professor who came to inquire about Zen. Nan-in served tea. He poured his visitor’s cup full, and then kept on pouring. The professor watched the overflow until he no longer could restrain himself....
(Not) playing by the rules

(Not) playing by the rules

The underlying fundamental of strategy. Never play someone else’s game. Once you play by someone else’s rules, you’ve already lost. All strategies boil down to finding ways to change the rules in your favor. From a marketing perspective, you can apply this to a number...