Entrepreneur Magazine recently ran an article about using competitive insights to outpace rivals. The article began with an example of a company that responded to competitive pressure.
When United Airlines announced that early this year it would start offering a "basic economy" class (Delta and American have made similar announcements), the option was an obvious attempt to tap into a different market: budget airline passengers.
The author, Jim Fowler, didn't discuss the wisdom of that particular move, but confined himself to looking at this as an example of innovating (rather than reacting - see my post from 20 minutes ago).
But he didn't stop there.
See if you notice a common theme in the headings Fowler (or perhaps his editor) used in the article.
1. Keep the skies friendly.
2. Follow other flight patterns.
3. Stay open to alternate routes.
I assume you see what he did there.
But actually, I'd like to make a point regarding this "not avoiding the radar" phrase that I mentioned in the post title. While noted business thinker Dusty Street was famous for saying fly low and avoid the radar, the truth is that businesses very much want to be on the radar. Certainly Street's former employer, the "Roq of the 80s," understood that principle well. Perhaps you want to briefly avoid the radar as you're planning, but once you launch your radio format, new fare structure, or Entrepreneur Magazine article, you want to be on everyone's radar.
(Of course, I still have to work on my #DontDoThatAgain series for tymshft.)
Why account-based marketing #abm is terrifying - David Siegel's warning - Account-based marketing offers the promise of providing precisely targeted information to you and me - although, as I previously noted, it has to get a lit...
2 days ago