“Screw the Competition…”

Conventional wisdom holds that the competitive environment is one of the most important factors in developing your positioning, your brand and your sales & marketing initiatives.

But this is a classic example of where conventional wisdom is misguided — especially in today’s marketplace where there is so much competition, it’s almost impossible to take into account.

I am not suggesting you should not be different from your competition. On the contrary; your differentiation is crucial to your success.

What I am suggesting, however, is you stop trying to be different. If you focus on your strengths instead, you can’t help but differentiate yourself from your competition.

That’s what we call in the Essential Message your ‘authentic competitive advantage’.

What are you doing to discover your greatest strengths and how they connect with the needs of your customer?

Essentially yours,

Michel Neray
Chief Differentiation Officer
The Essential Message