👈 Home

Competitor analysis considered harmful

It’s a good idea to be aware of what your competitors are up to, but please be careful.

Unless you know otherwise, you should assume that their strategy is misguided, ineffective, and doomed to fail.

If you don’t, you’ll be tempted to copy whatever they’re up to. And giving in to this temptation can only lead to mediocrity and homogeneity.

When you assess your competition, do it from your customer’s perspective.

Your goal is not to learn what the other team is doing so you can emulate it. Your goal is to learn what the other team is doing, so you better understand the experience of a potential customer who is comparison shopping.

And the one thing a comparison shopper will appreciate … is finding something authentic and unique.

Which you will never create if you copy the competition.

    © 2024 Brian David Hall