The most dangerous thing about all this is that in the short 10 years of my career, with more than 200 clients served, I had never heard a conversation about doing "ten times better", but I lost count of how many times I was asked why we were not doing the same as the competition, and I say dangerous, because I believe that companies should focus on people , not on their rivals .
Finally, I would like to leave you with an exercise that I share a lot in meetings.
“Are your business’s differentiators really yours? Or if crypto email list I put a competitor’s name in front of it, won’t it make any difference to the consumer?” Would you be able to answer me? Below, an excerpt from “From Zero to One” that may help!
No, your product does not sell itself
“The engineer’s grail is a product remarkable enough to ‘sell itself.’ But anyone who would actually say that about a real product would either be lying: they are either delusional (lying to themselves) or selling something (and thus contradicting themselves). The converse business cliché warns that ‘the best product doesn’t always win.’ Economists attribute this to ‘path dependence’: specific historical circumstances independent of objective quality can determine which products enjoy widespread adoption. That’s true, but it doesn’t mean that the operating systems we use and the keyboard layouts we type on were imposed by pure chance. It’s better to think of distribution as essential to the design of your product. If you’ve invented something new but haven’t invented an effective way to sell it, you’ve got a bad business—no matter how good the product is .” — From Zero to One, Chapter 10 .
Well, so far we have talked a little about the ideology of competition, which despite its clear importance, should not dictate how you act. Thus, it is a metric that needs to be contextualized in the real scenario of your company. No product/service is exactly the same, although in some cases there are subtle or discrepant differences, such as the strength of the brand involved, distribution, design , and others.