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You don’t need to outperform the competition. In fact, that’s not even why a brand gets to stay ahead of their market. Some say that strategy is about “outperforming the competition”. Bullshit. To outperform: “to do well in a particular job or activity compared to others of a similar type.” If that were true/the case, Apple would not be ahead in their market. Because, if you compare the features of their devices, you could easily find ones that perform better for less money. You want to stand out? You need to find a space where you are at advantage (yeah, yeah, where you “outperform” in certain aspects the competition). And to get to that advantage point, you need to know where to focus, not how you can do half-ass all of the things. And to know where to focus, you need to be clear on how to get where you want. And to be clear on how to get what you want, you need to know what you want. And the simpler you make this decision-making, the clearer you’ll be. |