I know.  I know.  The customer is king.  But for a moment, consider two things: 

1.  Your customers have a need for your product.  They will buy it somewhere, either from you or from a competitor.
2. They will buy it from you if you can demonstrate not that you’re great, but that you’re better than your competition.  (It’s like that story about not having to outrun the bear chasing two guys; you just have to outrun the other guy!)

 So, for just a little while, forget about your customers and take a long, hard look at your competition.  And ask the question:  “Why are people buying from those guys?”  Research.  Do secret shopping.  Find out what they are doing right … and what they are doing less than spectacularly.

 Then look at your own company.  Same questions?  But add one more at the end:  “What can we do to make ourselves different, make ourselves better, and – most of all – make our competitive advantages KNOWN to the customers?” 

Find the answers to that question, and you’ll out-compete your competition, pretty much knocking their socks off!  Work hard.  Make money.  Have fun.

P.S.  If you need help discovering your competitive advantage, give me a call.  I’ve got more ideas than you can shake a stick at!

John R. Ingrisano, The Freestyle Entrepreneur

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