June 1999 Web Brief
Learning to be Successful

Quote of the month: "In order to succeed we must first believe that we can " Michael Korda

The Right Way to Compete
Source: Communication Briefings ideas that work

Is your organization on the right path to best its competitors? Consider the results of a five-year study of 30 companies around the world:

  • The less successful companies in the group base their strategy on this question: What’s the competition doing? Then, they focus on outperforming rivals. Result: The competition, not their customers, determines their strategy.
  • High-growth firms base their strategy on this question: What do customers really value, and what would it take to win them over even without marketing? Result: They make the competition irrelevant by offering customers higher value.

Source: Value Innovation, W. Chan Kim and Renee Mauborgne, cited in Financial Times, 14 E. 60th St., New York, NY 10022