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how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
how to make your compition crazy
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how to make your compition crazy


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creating distruption for fun and profit . …

creating distruption for fun and profit .

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  • 1. How to DRIVE Your CompetitionCRAZY
    Final presentation
  • 2. 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).
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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).
  • 8. 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
  • 9. Concentrate on a Decisive Point
    The principles of war could, for brevity, be condensed into a single word—'Concentration.‘
    Divide and Conquer
    Cover the Earth
    Provide an Alternative
    Make Value, Not War
    Strive for Constant Disruption
  • 10. 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
  • 11. 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
  • 12. 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).
  • 13. 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. 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).
  • 18. 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
  • 19. 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
  • 20. How to Drive Your Boss Crazy
    The cream rises until it sours.
    Smell the Secondhand Smoke
    Know Thy Boss
    Who'sthe Boss?
    Interview: Charles Sampson
  • 21. 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
  • 22. 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