I’m super open-minded about strategies. Sure, I have a penchant for specialty
strategies (because who doesn't like high margins?), but you can make a case
for any strategy if you are willing to build the required competency. There is one strategy I see far too often,
though, and it scares me every time I see it.
That strategy is: the same thing
everyone else does. I see it all the
time, in big companies and small, and it’s one of the dumbest strategies you
can use.
Similar strategies are almost always doomed to fail for one
simple reason: you are attempting to
succeed with the same customers using the same competency that your competitor
is using. Now, if you have far more
resources than your competitor, you might come out on top, eventually. If not, you’re doomed. But let’s look at the “more resources”
approach: if you have more resources,
why wouldn't you use them to force your competitor into the LESS desirable
space in your market, guaranteeing the top spot – and profits – for yourself? There are two answers for this. One is that sameness feels safe. The second reason is that sameness creates
the illusion that you can obliterate your competition and dominate the entire
market.
Both of these reasons are nonsense. There is nothing safe about sameness – in fact,
it’s probably the most unsafe strategy you can pursue. Faced with similar competitors, customers
invariably choose the competitor with the thinnest margins – the highest cost
offering sold at the lowest prices. That’s
just a recipe for poor financial performance.
And long-term, your brand loses meaning in the eyes of the market. You become a clone rather than a distinctive,
emotion-laden brand. There’s no money in
that. The second reason is equally
specious: markets rarely tolerate
complete obliteration of competition.
Don’t believe me? Think of some
of the most ballyhooed brands in recent times – they ALL still have
competition. Not one of them – not even
behemoths like Apple and Wal-Mart – have escaped the world of competition. What this means is that the sameness strategy
simply transforms your existence into a struggle at a much higher level than
you faced before. You become Coke and
Pepsi, duking it out over market share in a game where 0.1% is over $50 million
in stakes. It’s a playable game, but it’s
not the endgame we all fantasize about.
How can you avoid the trap of sameness? Here are three questions EVERYONE should ask
when looking at their strategies:
- 1. Why
Us? Why would customers find this so
awesome they would flock to our brand?
- 2. What is the difference? Can you point to a SERIOUS difference between
our strategy and our competitors’?
- 3. How does our competency stand out? What know-how base do we have that our
competitors are unwilling or unable to match?
If you have solid, robust answers to these questions, you’re
on your way to better profits. If not,
maybe it’s time to re-think HOW you come up with your strategies.
If you’d like ideas about how to come up with better and
more unique strategies, drop me an email…it’s what I do, and I love it!