How are you running your business playbook? Is the business model static in such a way that competitors can easily benchmark you? Do what Elon Musk does by continually making Tesla “uncatchable” through the perception he has put in the electric vehicle (EV) business.
Others are building EVs to meet market needs, Elon keeps changing the goalpost by making it clear that Tesla software can change daily, and you know what, he never finishes building a Tesla. Why? If you buy Tesla today, in three years, that same car can begin to do things it cannot do today. So, how do you benchmark unborn tomorrow but established yesterday? Not possible!
Walmart sells African toothbrushes as “organic toothbrushes” in America. Intel added a sticker – “Intel Inside” – to separate it from others.
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Good People, look for little things which can shape your customer Perception. Find your “organic” word. Find your “inside” word. Yes, find ways to create a new basis of competition in your business through perception.
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It requires a good dose of imagination and ingenuity, which is not the case for those in the habit of copying. You can only copy what has already happened, meaning that you cannot get ahead or truly differentiate yourself.
The burning question remains, what are you doing differently? Until you can answer this question confidently and elegantly…