There are too many words we marketers use too easily, without thinking too hard about meaning or substance. One of my favorites is the most important word in marketing. It’s competition. We use it all the time – and then tend to ignore it as we go about the business of marketing.
Why, then, do we do all those seminars and blogs and web sites and media releases? Certainly, not for their own sakes. Even the strategies we most often devise tend to lose sight of not just the word competition, but the act of it. Mechanical process performed, it would seem as if for its own sake.
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