You read that right. Screw the competition. It just doesn’t matter.
As marketers I know you are being encouraged to watch what your competitors are doing: you can set RSS feeds, notifications can pop up alerting you to news stories, you can get data on you competitors social media stats, insider gossip….and all for what? It will paint a vivid picture of what your competitors are doing, but question is, what service or product are you creating of value in the world? Every moment spent agonising over what the other mob is doing is time lost that could have been spent better marketing your own product or service.
Every business I know struggles with this. An event I sat in on recently for one of my large multinational clients addressed this very issue around competition and how you handle it. The CEO’s message was beautifully succinct: keep doing great work that matters in the world. Don’t get so distracted by what your competitors are doing that you abandon your ability to innovate or neglect talking with your customers to see what problems you can solve.
The competition….it just doesn’t matter.
Go give competition the two fingered salute!
I’ve got some examples about how I’ve given the competition the two-fingered salute in recent times.
First up, I was on stand at Ozwater 2014 waiting for my client at handover when another trade show provider sauntered up and thinking I was the client (top tip: check the logo of my shirt next time pal, you’ll save yourself some pain in looking like a arse hat) started banging on about whatever the stand cost, his firm could do it for half that amount. Notice a couple of things here. There was no question to the “client” over what they are struggling with so they can gain a deeper understanding of how they could truly help, no offer of adding more value, no suggestions about how more leads could be achieved, no ideas about improving the post show follow-up ….the pitch was only about savagely cutting costs. I smiled at the sock puppet, disclosed I was the stand builder and thanked them for being a dick. Years ago I would have torn strips off them…and then hang around to then tear strips off their stand after hours. But I got wise. The competition…it just doesn’t matter. My clients don’t come to me for the cheapest stand, it is because I offer shockingly awesome service and solid strategy backed up with amazing designs. And I also believe that is plenty of work for all trade show providers. Even sock puppets that can only compete on price.
I also stuck up my two fingers to the competition in the Rowing State Masters this past weekend. I got in my can’t-touch-this bubble a few days out from the event, fine tuning my warm up sequence with Nathan The Demonic Personal Trainer, not even looking at the event draw and who I was up against. On race day I kept it tight, arriving well before my race to do a warm up and sauntering up to the boat just before we launched so I could not buy into the pre-race “What chance do we have in this race” speculation. Rowing to the start, I kept my eyes in my own lane and I was so focussed on what I had to do in the race, I still can’t tell you how many crews I lined up against. In the race itself, I was not aware of the other crews, just counting off sets of 20 strokes in my head and making sure each twenty was better than the last. When we crossed the line and I took a moment to pant….it hit me we had just won gold. Cue mass hysteria! I can’t tell you how different this approach was to previous years of twisting myself into an anxious state scanning the start list trying to determine what crews I had a chance against and then in the race itself, swivelling my head around checking to see our position in the race. Here’s my new plan: keep my eyes in my lane, focus on only what I can do that will make a difference to the outcome – that is, row like I stole it.
Hands up who doesn’t give a stuff about the competition?
Here’s a kicky tune for another mob who could give a staff about the competition. KISS. Do you reckon they cared about the musical competition when they formed in the 70’s? They totally created their own niche with face paint, platforms, a bass player with a tongue that may or may not have been an implant from a cow and some serious brain frying drug addictions. But the competition? It didn’t matter!
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See you next week!