Myth #4: Competitors Hurt Us, They Don’t Help Us

Competitors are our enemy. They make our life more difficult. Business would be so much better if they’d all just go away.

It’s a funny thing about competitors. We may think we can’t live with them, but we really can’t live without them either. The human mind needs to have at least two options to make a comparison. Competitors give us that reference or yardstick — the measurement point that helps customers understand how to evaluate your product offerings. No matter what market you’re in, there is a competitive offering and your customers will use it to evaluate their choices. If you are in the highly unusual position of having a product with no direct competitors, you still have real competition — the status quo, or the way your customers do business today.

Understand how to use your competitors to your advantage. In a new market, find a way to make your competitors work for you — laying the groundwork and educating buyers on the need for a solution — so that you don’t need to make the investment to do it. Position your offerings to show off your competitive strengths. Use your competitors to help you define the market area where your offerings best fit.

If, after careful analysis of the competitive landscape, you can’t find a good competitive niche, perhaps your competitors are telling you something else. Consider whether or not it makes sense to maintain a continued presence in this market space in the long term.

  • Upcoming Events

  • What’s New

    Article: It's All About the Message: Lessons from This Week's Midterm Elections. Linda Popky analyzes the mid-term election results on Commpro.

    Podcast: "We Built This City" - Linda Popky shares stories about her 40+ years in tech marketing in Silicon Valley. She says, "Don't ever listen to somebody who tells you you can't do something." - Listen!

    Podcast: Interview of Linda Popky about Using Friction to Improve Your Marketing by Gene Hammett on Leaders in the Trenches.

    SAC® Press Release: "Never An Afterthought: Pricing Is Strategic to Business Success" – Read release.

    Podcast: Linda Popky interviews Joseph Bradley, Global VP, Cisco Systems, who tells us why we can't get the answers we need without asking the right questions. - Listen.

    Take our Marketing Above the Noise Assessment.

    Video: Just a Moment for Marketing: Can You Have Not Enough Friction? Creative disagreement leads to new ideas and improvements. – View the video.

    NEW eBOOK: Top of Mind: 101 Insights to Transform Your Business
    Purchase PDF or ePub book.
    Top of Mind

    Book Video Trailer How can your message be heard in today's crowded, chaotic environment? Learn more about Linda Popky's new book, Marketing Above the Noise: Achieve Strategic Advantage with Marketing that Matters, in this short video trailer.

    Harvard Business Review: "Identify the Marketing Metrics That Actually Matter" by Linda J. Popky - Read article

  • Read Our Blog

  • Subscribe to the Top of Mind Thursday Newsletter

    Free articles download with sign up
  • Marketing Above the Noise

    Introducing Dynamic Market Leverage™, an approach to help cut through the clutter, stand out, and effectively build business.

    Marketing Above The Noise

    What's Inside Available in Hardcover and eBook formats