How to DRIVE Your CompetitionCRAZY INNOVATION MANAGEMENT Final presentation By AHMAD MUSTAKEEM NADEEM
Lay the Ground work lf your going to drive your competition crazy or if you expect to even annoy it you have to lay a firm foundation for your efforts. Part 1 explains howto accomplish this. The first task is to choose a worthy opponent (Mighty Opposites). Then, in order to choose the right approach to getting under the skin of this foe, you need to know these things: Who you are (Know Thyself),who your customers are (KNOW THY CUSTOMER), and who your competitors are (Know Thy Enemy).
Mighty Opposites Make no little enemies. People with whom you differ for same petty, insignificant personal reason. Instead I would urge you to cultivate “mighty opposites” people with whom you disagree on big issues, with whom you will fight to the end over fundamental convictions, and that fight , I can assure you, will be good for you and your opponent. The Macintosh division “ Our dream was simple send IBM back to the typewriter business holding its electric typewriter balls. “ hand picked solider of Steve Jobs. Centralized , automatic and user indifferent or user unfriendly computer. Creating advantages real user interface, page maker & incited customers to evangelize Creating disruption decrease competition byachieving unfair leverage How to choose an enemy IBMforced usto create a better product Goodversus badenemies True versus false enemies
Know Thyself Ignorance is not bliss—it is oblivion. Define your company’sidentity Define your products and services Define your management style and philosophy Get a reality check Interview: Chin-Ning Chu
Know Thy Customer Get your facts first, and then you are free to distort them as much as you please. Grill your customer Define your customers The art of pressing flesh Revolution versus evolution Interview: davidkairys
Know Thy Enemy We were fairly arrogant, until we realized the Japanese were selling quality products for what it cost us to make them. "Meetingthe Competition“ Define Your Competition'sIdentity AnticipateYour Competition's Response Techniques to Know Thy Enemy Interview: Allen Kay
Do the Right Things Want to know the biggest non-secret in business? The best way to drive your competition crazy is to do the right things. If you do the right things, you will relegate all comers to the slippery slope toward lunacy. What are these things? Part II provides the answers: • Take such damn good care of customers that they have no choice but to do business with you (Focus on Your Customers). How to Drive Your Competition Crazy • Toss out vanity, superficiality, and irrelevance and do what really matters (Concentrate on a Decisive Point). • View your customers not as pain-in-the-ass patrons but as potential (unpaid!) salespeople (Turn Customers into Evangelists). • Do something good for society (Make Good by Doing Good).
Focus on Your Customers My way of fighting the competition is the positive approach. Stress your own strengths, emphasize quality, service, cleanliness, and value, and the competition will wear itself out trying to keep up. Two Personal Examples Ask the Right Questions Provide Imaginative Solutions Break Down the Bunkers Provide a Complete Product Atone for Your Sins Speak Well of the Living Let Bygones Be Bygones Interview: Jim Olson
Concentrate on a Decisive Point The principles of war could, for brevity, be condensed into a single word—'Concentration.‘ Divide and Conquer NicheThyself Cover the Earth Provide an Alternative Make Value, Not War Strive for Constant Disruption
Turn Customers into Evangelists One person with a belief is equal to a force of ninety nine who only have interest. Raging, Inexorable Macintosh Thunderlizards Create a Cause Find the Right People Let People Test-Drive Your Product Provide an Easy First Step Make Customers Feel Like Part of Your Team Don't Forget Your Employees Interview: John Spencer
Make Good by Doing Good Beautiful faces are they that wear The light of a pleasant spirit there; Beautiful hands are they that do Deeds that are noble, good and true; Beautiful feet are they that go Swiftly to lighten another's woe. The Art of Renting Cars Find a Sensible Tie-In Pick Something You Know Build in a Feedback Mechanism Beware of the Pitfalls Interview: Steve Scheier
DoThingsRight To keep your competition hopelessly insane, it's not enough to do the right things. You must also do things right. Part III explains the four components of doing things right: • Build customer allegiance early and often (Establish Brand Loyalty). • Magnify small chinks in your enemy's armour into gaping holes (Make Mountains Out of Molehills). • Eliminate your competition by befriending it, How to Drive Your Competition C r a z y rather than destroying it (Make the Competition into a Friend). • Repel the behemoths who try to muscle in on your territory (Carry a Slingshot).
Establish Brand Loyalty Treating a competitor's brand as if it didn't exist doesn't mean your customers will do the same. Reverse Polish Notation Systematize the Process Start Early Target Cubbyholes Cocoon Your Customers Un-cocooning Your Competition's Customers
Make Mountains Out of Molehills Great companies make meaning. The Smaller Footprint Wins Assume Nothing Be Your Customer Make Mountains Out of Molehills Interview: Jay Levinson
Make the Competition into a Friend Soon after the Civil War, President Abraham Lincoln met with several Southerners. Expecting to despise the leader of the North, they ended up charmed by Lincoln's gentle and friendly manner. A congressman from a northern state reproached Lincoln for befriending them. Lincoln's response was: "Am I not destroying my enemies by making them my friends?‘ The Knight and the Dragon "Coopetition" in Action Be Thy Competition
Carry a Slingshot My centre is giving way, my right is pushed back; situation excellent, I am attacking. Catch the Spirit Interview: Bob Curry Roger and You
Pushthe Envelope By now, the sight of your company logo makes your rivals bite their nails to the bone. You're ready for the expert course. Part IV teaches you how to push the envelope: • Exploit every opportunity to torment your competition (Carpe Diem). • Ignore the rules of engagement—let's be honest, "rules of engagement" is an oxymoron anyway (Draw Outside the Lines). • Defeat the enemy when the enemy is someone you work for (How to Drive Your Boss Crazy). • Defend the gains you've worked so hard to achieve (Preserve and Protect).
Carpe Diem Opportunities are seldom labeled. The Hippies and the Doughboy Grasp the Situation As It Really Is Develop Insights Squeeze the Trigger Create Your Own Day
Draw Outside the Lines The things that haven't been done before Are the tasks worthwhile today; Are you one of the flock that follows, or Are you one that shall lead the way Are you one of the timid souls that quail At the jeers of a doubting crew, Or dare you, whether you win or fail, Strike out for a goal that's new? Connect the Dots Be An Outsider or Act Like One Ignore Convention Bend the Rules Play with Their Minds Interview: Stephen Wynn
How to Drive Your Boss Crazy The cream rises until it sours. Smell the Secondhand Smoke Know Thy Boss Objectives Who'sthe Boss? Interview: Charles Sampson
Preserve and Protect The purpose of competition is not to beat someone down, but to bring out the best in every player. The Best Defense Defencefor the Rest of Us Prevent the Competition from Knowing You Interview: Harry Eto
A Word Before You Go The unexamined life is not worth living. The Way of the Competitor Rules of Thumb Play to Win And Win to Play “THANKYOU“