Kelford Labs Daily: Beholding value
Forget the competition, focus on the customer.
“The only way to beat the competition is to stop trying to beat the competition.”
— Kim & Mauborgne, Blue Ocean Strategy
When we set our sights on beating our competition, we take our eyes off the customer.
And we start believing we know better than, not just our competitors, but our customers, too.
Personally, I like to acknowledge that the customer isn’t wrong for choosing a different business. In fact, they were right, because that means I didn’t do enough to demonstrate my value and credibility.
If you think about it this way, you can stop looking to your competitors and instead you can focus on your customers.
And in words, images, or deeds, you can demonstrate your value by being specific, clear, and focused in your marketing.
A specific type of customer—so they know you get their context and constraints.
A clear challenge—so they know you have experience with their precise problem.
A focused message—so they know you’ve made choices and tradeoffs to be the perfect solution for them.
Value, they say, is in the eye of the beholder.
So, let them behold it.
By demonstrating it.
