The Real Competition Is Clutter
We not only live in a world of FASTER, we live in a world of MORE. Traditional marketing strategists tend to frame the competition in terms of other offerings in the same category (i.e., other sports cars). When they think outside the box, they may even include offerings in tangent categories (i.e., sporty sedans and motorcycles). But today’s real competition—competition that’s so pervasive we can’t even see it—doesn’t come from direct or even indirect competitors. It comes from the extreme clutter of the marketplace.
When John Wannamaker launched the first department store in 1876, he opened the door to wider customer choice, and our choices have been multiplying ever since. By the time Moore’s Law was established ...
Get ZAG: The Number-One Strategy of High-Performance Brands now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
