Don’t Follow

Following with a me-too approach won’t beat the competition.

Example: In 2014 Honda began selling a minivan with a built-in vacuum cleaner. In 2016 Toyota announced “me-too” and added the built-in vacuum feature.

Yes, adding new products and features is important. But, even if your me-too response is “bigger and better.” You’ve missed your chance.

To beat the competition, you have to find an opening. “You must have the ability to think in reverse, to go against the grain.”

How do you do that? Find the hole and fill it.

• Everyone is selling big cars: VW introduced the bug
• Everyone is selling at the same price: Gap introduced Banana Republic (expensive), Old Navy (cheep)
• Everyone is selling glamorous perfumes: Revlon introduced Charlie (for the professional woman)

“Advertising is not a debate. It’s a seduction.”

— Al Ries & Jack Trout

Want to know more? Positioning: The Battle for Your Mind is available on Amazon.

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Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 1986. Print.