Aliens: competition from unseen places
Every company thinks it knows the other key operators in their field. But does it really? For a car dealer, say, it’s easy to assume the main competition is other local car dealers. However, car-sharing clubs and even public transport are also a threat.
Competition can come from very unexpected places. The only way to really understand your competitive threats is to ask your customers and prospects. Don’t pull back from doing this. Putting your competitors’ names in front of your customers won’t be giving them any ‘ideas’... well, not any new ones anyhow. However, you may learn something new: most likely that your customers have a very different opinion on who your competition is. And finding out your customers’ thoughts and ideas on other suppliers and solutions will place you in a position to beat them.