You may think you know what your competitors are doing, but what do the implied meanings indicate about their competitive behavior? Here’s how a little mental jujitsu and criminal profiling can help you see the motivations behind their moves.
My first martial-arts instructor was a short, fat accountant who could toss a charging 250-pound person across the room without breaking a sweat or a spreadsheet. Size didn’t matter to him. He knew that throwing a person is all about leverage. The harder you came at my instructor; the harder you’d hit the ground. I love that about martial arts.
If you want to toss a person charging you, you’ve got to look beyond the overt person-charging-you information. Subtle cues or inconsistencies, invisible to the untrained eye, tell you the deeper story of your opponent’s trajectory. The leverage you need to toss the person is in the deeper story.
The same deeper story applies to your opponents in the marketplace. Your competitors provide you with a constant stream of messages and information: advertisements, quarterly statements, analyst reports, and much more. You can learn a great deal about your competitors by looking beyond the overt meanings (charging) to implied meanings (subtle or unintended cues).Read More →