Anthology Creative: The Blog

Forget The Competition, They Are Worthless To You

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comments

By Nathan Moore
April 28, 2009

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: apple competition innovation iphone phones
categories: Anthology Creative Marketing

Chatter

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!

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