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It won’t make your brand the leader. It even won’t guarantee you higher sales. And if you’ve heard that “strategy is a set of choices to outperform the competition“, don’t follow that advice. It’s bullshit. Strategy is not about “outperforming”, as many say —especially on LinkedIn. If it was about performance, why would a business be preferred over others when they underperform? Take Apple, and even their other side in Samsung. Can you find companies that perform better? Yes. Do they get chosen over these 2? No. Can you find companies that do great work and yet, it’s not that great? Sure. Do they outperform the others? No. Outperforming is about features. Not about defining why someone chooses one brand or one business over another. Strategy does get helped if the thing outperforms. Yet, the point of a strategy is to help you get to a position of advantage. At the end of it all, when you focus on how you “outperform” the others —features that your customers can’t translate into value— the only thing they have to compare you on is the one thing they do get: price. And in money, it usually doesn’t win the highest one. |