Thinking Outside the Box

One of the great marketing sources I love to follow is Seth Godin. His insights into “out of the box” thinking and marketing clarity are second to none. He recently wrote a compelling article about the effectiveness of using competitive advantage to catapult a business into dominance.  Seth’s observations, which I must admit make perfect sense in our current technological climate, realize that the equation doesn’t always add up. Creating a dominant new technology may get you a jump start ahead of the competition, but it doesn’t always set you apart far enough to coast into first place.

We are constantly meeting, researching, and developing new technology services and tools for our customers. Many of our favorite clients have trouble thinking outside this paradigm – if you build a better mousetrap, the world will come knocking.  While this is very true, our new culture tends to see this as a fleeting chance. Today a company can develop the “next big thing” only to be outdone by an equal and more financially equipped competitor.

Back when Coca Cola first bottled its secret recipe and sold it to the masses it was a hit. A few years later a competitor created Pepsi. We’re now looking at the two most dominant soda production companies still in existence, over 100 years later. If it were possible that Coca Cola was able to create and perfect a bottling/canning process that Pepsi could not replicate, we probably would only find Coca Cola products around today.

The point is this… In business there are very powerful equalizers of industry. If it can be created or innovated it can be replicated. Don’t expect your technology to set you apart from your competition. Create a brand that is superior and awards its target demographic with value-added benefits and the world will be pounding a pathway to your door.

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