Who’s it for: The underdogs, the challengers everywhere.
What’s it for: To help bring perspective and spot opportunity.
The competition has more of everything than you; More staff. More history. More sales. More distribution. More infrastructure. More contacts. More marketing and more money. They have more followers on Instagram, Facebook, Twitter and Pinterest, so how can you succeed?
‘We have no money, we shall have to think.’ Winston Churchill.
For those of you who know me, I’m fond of a Winston Churchill quote (once inappropriately quoting him in a mtg in Germany). This is quite possibly my favourite, as it sums up creativity.
For every argument there is a counter-argument and a different perspective; a good friend of Rapport’s @chrisbrindley always used the analogy of a beach ball; dependent on your angle you may argue it’s red, whilst someone on the other side would equally say that it’s blue as that is all they can see.
The same can be true of your perceived competitors' advantage; therefore I’d like to share an activity to spin the proverbial ‘beach ball’ around to bring perspective and spot opportunity.
The Competition Has More of Everything Than You
More meetings. More committees. More red tape. More politics. More internal fighting. More rules. As a result, they have more demotivated staff than you. More people wondering ‘what is this company all about?’ than you.
There has never been a better time to be a small company. Don’t worry about what they have. Focus on what makes you, you.
“You can have what you want, or you can have your reasons for not having it.’
Dave Trott, One Plus One Equals Three: A Masterclass in Creative Thinking
‘Outrospection’: empathetic thinking.
- List all the competitive advantages you believe another business/competitor has over you/yours.
- Now turn the beach ball, step into their shoes and consider what advantages they believe you have that counter those listed.
- Now consider which strengths to leverage for your competitive advantage.