How to DRIVE Your Competition CRAZY

INNOVATION MANAGEMENT 

Final presentation

By AHMAD MUSTAKEEM NADEEM

Lay the Ground work

lf your going to drive your competition crazy or if you expect to even annoy it you have to lay a firm foundation for your efforts. Part 1 explains how to accomplish this. The first task is to choose a worthy opponent (Mighty Opposites). Then, in order to choose the right approach to getting under the skin of this foe, you need to know these things: Who you are (Know Thyself), who your customers are (KNOW THY CUSTOMER), and who your competitors are (Know Thy Enemy).

Mighty Opposites Make no little enemies. People with whom you differ for same petty, insignificant personal reason. Instead I would urge you to cultivate “mighty opposites” people with whom you disagree on big issues, with whom you will fight to the end over fundamental convictions, and that fight , I can assure you, will be good for you and your opponent.

• The Macintosh division “ Our dream was simple send IBM back to the typewriter

business holding its electric typewriter balls. “ hand picked solider of Steve Jobs. Centralized , automatic and user indifferent or user unfriendly computer.

• Creating advantages real user interface, page maker & incited customers to evangelize

• Creating disruption decrease competition by achieving unfair leverage

• How to choose an enemy IBM forced us to create a better product

• Good versus bad enemies • True versus false enemies

Know Thyself Ignorance is not bliss—it is oblivion.

• Define your company’s identity• Define your products and services• Define your management style and philosophy• Get a reality check• Interview: Chin-Ning Chu

Know Thy CustomerGet your facts first, and then you are free to distort them as much as you please.

• Grill your customer • Define your customers• The art of pressing flesh• Revolution versus evolution • Interview: david kairys

Know Thy Enemy• We were fairly arrogant, until we realized the Japanese were selling quality

products for what it cost us to make them.

•"Meeting the Competition“•Define Your Competition's Identity•Anticipate Your Competition's Response•Techniques to Know Thy Enemy•Interview: Allen Kay

Do the Right Things

Want to know the biggest non-secret in business? The best way to drive your competition crazy is to do the right things. If you do the right things, you will relegate all comers to the slippery slope toward lunacy. What are these things? Part II provides the answers:• Take such damn good care of customers that they have no choice but to do

business with you (Focus on Your Customers). How to Drive

Your Competition Crazy• Toss out vanity, superficiality, and irrelevance and do what really matters

(Concentrate on a Decisive Point).• View your customers not as pain-in-the-ass patrons but as potential (unpaid!)

salespeople (Turn Customers into Evangelists).• Do something good for society (Make Good by Doing Good).

Focus on Your CustomersMy way of fighting the competition is the positive approach. Stress your own strengths, emphasize quality, service, cleanliness, and value, and the competition will wear itself out trying to keep up.

•Two Personal Examples •Ask the Right Questions•Provide Imaginative Solutions•Break Down the Bunkers•Provide a Complete Product•Atone for Your Sins•Speak Well of the Living•Let Bygones Be Bygones•Interview: Jim Olson

Concentrate on a Decisive Point

The principles of war could, for brevity, be condensed into a single word—'Concentration.‘

•Divide and Conquer•Niche Thyself•Cover the Earth•Provide an Alternative•Make Value, Not War•Strive for Constant Disruption

Turn Customers into Evangelists

One person with a belief is equal to a force of ninety nine who only have interest.

•Raging, Inexorable Macintosh Thunderlizards•Create a Cause•Find the Right People•Let People Test-Drive Your Product•Provide an Easy First Step•Make Customers Feel Like Part of Your Team•Don't Forget Your Employees•Interview: John Spencer

Make Good by Doing GoodBeautiful faces are they that wear The light of a pleasant spirit there; Beautiful hands are they that do Deeds that are noble, good and true; Beautiful feet are they that go Swiftly to lighten another's woe.

•The Art of Renting Cars•Find a Sensible Tie-In•Pick Something You Know•Build in a Feedback Mechanism•Beware of the Pitfalls•Interview: Steve Scheier

Do Things Right

To keep your competition hopelessly insane, it's not enough to do the right things. You must also do things right. Part III explains the four components of doingthings right:• Build customer allegiance early and often (Establish Brand Loyalty).• Magnify small chinks in your enemy's armour into gaping holes (Make Mountains Out of Molehills).• Eliminate your competition by befriending it, How to Drive Your Competition C r a z y rather than destroying it (Make the Competition into a Friend).• Repel the behemoths who try to muscle in on your territory (Carry a Slingshot).

Establish Brand LoyaltyTreating a competitor's brand as if it didn't exist doesn't mean your customers will do the same.

•Reverse Polish Notation•Systematize the Process•Start Early•Target Cubbyholes•Cocoon Your Customers•Un-cocooning Your Competition's Customers

Make Mountains Out of Molehills

Great companies make meaning.

• The Smaller Footprint Wins• Assume Nothing• Be Your Customer• Make Mountains Out of Molehills• Interview: Jay Levinson

Make the Competition into a FriendSoon after the Civil War, President Abraham Lincoln met with several Southerners. Expecting to despise the leader of the North, they ended up charmed by Lincoln'sgentle and friendly manner. A congressman from a northern state reproached Lincoln for befriending them. Lincoln's response was: "Am I not destroying my enemies by making them my friends?‘

•The Knight and the Dragon• "Coopetition" in Action• Be Thy Competition

Carry a SlingshotMy centre is giving way, my right is pushed back; situation excellent, I am attacking.

• Catch the Spirit• Interview: Bob Curry• Roger and You

Push the EnvelopeBy now, the sight of your company logo makes your rivals bite their nails to the bone. You're ready for the expert course. Part IV teaches you how to push the envelope:• Exploit every opportunity to torment your competition (Carpe Diem).• Ignore the rules of engagement—let's be honest, "rules of engagement" is an oxymoron anyway (Draw Outside the Lines).• Defeat the enemy when the enemy is someone you work for (How to Drive Your Boss Crazy).• Defend the gains you've worked so hard to achieve (Preserve and Protect).

Carpe DiemOpportunities are seldom labeled.

• The Hippies and the Doughboy• Grasp the Situation As It Really Is• Develop Insights• Squeeze the Trigger• Create Your Own Day

Draw Outside the LinesThe things that haven't been done before Are the tasks worthwhile today; Are you one of the flock that follows, or Are you one that shall lead the way Are you one of the timid souls that quail At the jeers of a doubting crew, Or dare you, whether you win or fail, Strike out for a goal that's new?

• Connect the Dots• Be An Outsider or Act Like One• Ignore Convention• Bend the Rules• Play with Their Minds• Interview: Stephen Wynn

How to Drive Your Boss Crazy

The cream rises until it sours.

• Smell the Secondhand Smoke• Know Thy Boss• Objectives• Who's the Boss?• Interview: Charles Sampson

Preserve and ProtectThe purpose of competition is not to beat someone down, but to bring out the best in every player.

• The Best Defense• Defence for the Rest of Us• Prevent the Competition from Knowing

You• Interview: Harry Eto

A Word Before You GoThe unexamined life is not worth living.

• The Way of the Competitor• Rules of Thumb• Play to Win• And Win to Play

“THANK YOU“