It was a line that stroked my ego. And in the same moment, I knew there was a misunderstanding about the role we were really playing.
A client of ours, on a core working team for our engagement, spoke the words that caused my concern.
He said something to the effect of, “we need you to tell us if we should change our offer to be more like our competitor’s.”
On one hand, I love to imagine myself as someone with “the answers”. On the other, as a consultant, my role is to cultivate the conditions in which the leaders of a company can see the best strategic directions for themselves.
Furthermore—and this is important for all companies that are feeling stuck in their marketing efforts—becoming more like your competition is only a good idea if it’s coming from a place of being more authentic to what your organization truly stands for.
Let me say that a slightly different way: Don’t try to be like the popular kids. Get to know yourself better and let what you uncover guide your decisions about who to be and what to offer. Read More