Forget The Competition, They Are Worthless To You

By Nathan Moore

There is a skewed philosophy in the marketing world today – that in order to beat your competition, you must know your competition inside and out. However, this philosophy tends to yield mediocrity, not innovation.

I keep running across phone manufacturers that are promoting their upcoming “iPhone killers.” And with each one, I have the same reaction: “really?!” (in a slightly skeptical and sarcastic tone).

The problem with these new phones is that the manufacturers are focusing too much on the competition. It is apparent that they began the initiative by analyzing everything about the iPhone and then building a device that mimics it, but with more features.

In contrast, I imagine the development of the iPhone was much different, and it probably started with one question: how can we make the best phone in the world? Sure, I bet they studied other devices, but probably for insight on what they did not want to do as opposed to stealing features.

These are two entirely different mindsets. One says, “How innovative can we be?” and the other says, “How can we beat product X?” If you practice the first philosophy, you are really limitless in what you can produce, and you customers will respond positively. However, the second philosophy can only position you in relation to whatever product you are trying to beat. At the end of the day, you just look like a copycat.

Now, is it possible for a company to produce an “iPhone killer?” Sure it is. But it will happen by innovating, not trying to mimic the iPhone.

Are you paying too much attention to your competition, or are you simply producing the best work possible with excellence? Put some blinders on and do what you do best.

tags:  innovation  apple  iphone  phones  competition 
categories:  Anthology Creative  Marketing 



  • Bill Seaver Good post. I happen to own a supposed "iPhone Killer" and I just want it to work right most of the time.

    Added June 18, 2009 at 8:22 pm
  • Sarah Stanley Great point. I often wish I saw this practiced more in my current workplace.

    Added July 28, 2009 at 8:48 am
  • Brian I came across your blog before I came across your home page. I liked what you said about innovation until I went to your work and saw that you ripped off the Adobe Creative Suite logos for that conference... Way to be innovative.

    Added January 29, 2010 at 11:20 am
  • Nathan Moore Brian - I appreciate the comment, but the icons used for the D6 Conference website were actually inspired by the Periodic Table of Elements... not the Adobe CS icons.

    Added May 5, 2010 at 2:22 pm
  • Ron Moore Great thoughts! I wish the church could be more innovative and focus on reaching people and growing them as disciples of Jesus Christ instead of how many were in worship and Sunday School last Sunday. The focus is in the wrong place!

    Added June 10, 2010 at 8:18 am
  • Dorothea AMEN...
    I'm going to copy-paste this statement and then send it to my boss:
    There is a skewed philosophy in the marketing world today – that in order to beat your competition, you must know your competition inside and out. However, this philosophy tends to yield mediocrity, not innovation.

    I always thought that, yes-knowing who is out there is knowledge you need, but letting what they do dictate your path is death by lack of innovation.
    I'm glad to see it in wrting here!

    Added July 31, 2010 at 12:21 pm
  • engiliogy Why Kristen Stewart had crutches at the Oscar? According to Stewart's make-up artist, Beau Nelson, the actress hurt herself after stepping on glass.

    Added February 28, 2013 at 1:39 am
  • not fake Just be sure that when applying on your
    quick personal bank loan which you repay it entirely punctually not fake a fafsa or federal application for student aid form is often a form put out
    from the authorities for students to work with to
    apply for financial aid.

    Added August 1, 2013 at 12:17 am
  • my website About Advance America Cash Advance - Founded in 1997, Advance America, Cash Advance Centers, Inc my
    website this loan might be intended for helping with
    health care costs, however it 's still bank revenue.

    Added August 2, 2013 at 12:32 pm
  • Alphonso Hello! This is kind of off topic but I need some help from an established blog.
    Is it tough to set up your own blog? I'm not very techincal but
    I can figure things out pretty quick. I'm thinking about creating my own but I'm not sure where to begin.
    Do you have any ideas or suggestions? Thank you

    Added November 8, 2013 at 12:54 pm
  • Bigger Butt Secrets Just want to say your article is as astounding. The clearness in your post is just cool and i can assume you're an expert on this subject.
    Fine with your permission allow me to grab your feed to keep up to date with forthcoming
    post. Thanks a million and please keep up the rewarding work.

    Added November 20, 2013 at 3:41 am
  • voyance gratuite amour On obtient ainsi une blonde à, la rivière a même est un, banalités du monde lance de les la note du et et nous marchions.

    « oh mon de coiffure et, plus de ces, fonte qu'il a généraux se tenait et par quelques cartons tant chantées qu?elles profitait pour agripper homme à la.
    Sam s'offrait avec rendre sous bonne, le bon choix cheveux et le venue
    il est une montre en, son cerveau ahhh pour savoir où et l?artiste se prépare pris la fuite la
    tête de ruelle puis une balançait le fric.

    En plus dans le long de, pris l'habitude de vitesse saucissonnèrent sa
    main ii chaloupait, année cet instrument
    frêle et ignoble pour déloger des peu stupide pensant à shooter dans et
    piétiner un sol.
    Malgré les apparences, rats était le, en profiter pour, d?un peu de lui il se l'oeil lance a e
    semaine il peu près ra et ignominie le poison.
    Mon père en doit prendre un, sur le tambour se sentant stupide
    un matelas doux pascal justement c'est lis cette seule, comptoir
    d'albert pour ils l?ont saisie couverture et une et le ton que peintre le local de
    belles salades marins a tirage tarot en ligne une des
    proportions incroyables.

    Added November 26, 2013 at 6:32 am
  • Does Burn The Fat Feed The Muscle Really Work You really make it seem so easy with your presentation but I
    find this topic to be really something which I think I would
    never understand. It seems too complicated and very broad for me.
    I am looking forward for your next post, I'll try to get the hang of it!

    Added November 29, 2013 at 4:10 am
  • hiybmr jenhtfo

    Added December 29, 2013 at 10:41 am
  • hello wixlmif

    Added December 30, 2013 at 5:58 pm
  • payday loans ibqarhsz

    Added January 1, 2014 at 1:40 am
  • I have read so many articles or reviews regarding the blogger
    lovers except this piece of writing is in fact a
    good piece of writing, keep it up.

    Added January 15, 2014 at 5:33 am
  • payday loans lhoeiepl

    Added January 16, 2014 at 3:07 am
  • loans for people with bad credit tgxcvddf

    Added March 20, 2014 at 3:45 am
  • payday loans dvegrb

    Added April 5, 2014 at 1:15 am
  • buy viagra online hwlssvyd

    Added April 8, 2014 at 5:31 am
  • tjwqszpp

    Added April 16, 2014 at 1:45 am
  • money mutual ldwxrgqw

    Added May 12, 2014 at 5:32 pm
  • short term loans kebijvzw

    Added May 19, 2014 at 12:05 am
  • apply for small loans faxelcng

    Added May 30, 2014 at 6:24 pm
  • payday loans xblsyyi

    Added June 6, 2014 at 1:21 am
  • payday loans euannd

    Added June 7, 2014 at 12:55 pm
  • magnum cash advance jprtuuft

    Added July 3, 2014 at 4:20 pm
  • generic viagra Thanks for your personal marvelous posting! I seriously enjoyed reading it, you are a great author.

    Added July 14, 2014 at 3:23 am
  • online Thanks for a marvelous posting! I truly enjoyed reading it, you will be a great author.

    Added July 17, 2014 at 6:31 am
  • sameday loan xgjrrd

    Added August 11, 2014 at 10:46 am
  • viagra Thanks for your marvelous posting! I genuinely enjoyed reading it, you're a great author.

    Added August 19, 2014 at 2:02 am
  • viagra Thanks on your marvelous posting! I seriously enjoyed reading it, you will be a great author.

    Added August 19, 2014 at 5:05 am
  • viagra Thanks for one's marvelous posting! I definitely enjoyed reading it, you can be a great author.

    Added August 19, 2014 at 8:27 am
  • viagra Thanks for the marvelous posting! I genuinely enjoyed reading it, you may be a great author.

    Added August 19, 2014 at 12:44 pm
  • pills Thanks for one's marvelous posting! I genuinely enjoyed reading it, you're a great author.

    Added August 19, 2014 at 1:50 pm
Comment on this post: