I worked with a software client whose CEO would say “We have no direct competition”. As they prepared to pitch for seed investment, I worried this statement would make them look like amateurs.
Applying my belief that an intelligent question is more helpful than an intelligent answer, I used the theory of competition categories, the first of which is Product Competition.
There were products on the market that were not exactly like theirs, but solved the same problem. Once we recognized that my client was competing head to head with them, we could direct the company’s messaging accordingly.
This is a story for the graphic designer whose eyes go wide when you point out that “today is Friday”. She wants to be the only person of her industry at the networking events she attends. Ask her how she prepares her company for change management.