Strategy: Same But Different Exercise

Want to improve your positioning against your competitors?

Ask two simple questions of your staff. The slightly braver of you will also ask some customers.

Question #1

We’re like [competitor A], but we _________________.

Question #2

We’re like [competitor A], but they ________________.

Then repeat it for your top 3-5 competitors. Then, pick some national or international companies that inspire you and do the same exercise substituting them for competitors, such as:

We’re like Apple, but we __________.

We’re like Apple, but they _________.

Those may not help you solidify or modify your positioning as much as help you plot a course for improvement.

We’ve been doing this lately with some clients, and the results have been both interesting and helpful.

I bet you find the same will be true for you, too.