Seth's Blog : Defeat, defend or transform



Defeat, defend or transform

Most new projects fall into one of three categories:

You might seek to defeat the market leader, to enter as a challenger alternative. Your goal here is to cause someone to switch.

Or you might seek to defend yourself against an aggressive challenger, upgrading or updating your work to keep people from switching.

Most difficult, quite rare and precious is the idea of transformation. Turning someone who isn't already engaged in this category into someone who cares about what you've created.

Here's what isn't worth your time: You can buy this from anyone, and we're anyone.

       

• Email to a friend •

More Recent Articles

• The flip is elusive
• To earn our attention, there needs to be tension
• Effort
• First chance, best chance
• Good decisions (and sunk costs)

[You're getting this note because you subscribed to Seth Godin's blog.]

Don't want to get this email anymore? Click the link below to unsubscribe.

---

Click here to safely unsubscribe from "Seth Godin's Blog on marketing, tribes and respect."
Click here to view mailing archives, here to change your preferences, or here to subscribe • Privacy

---

Email subscriptions powered by FeedBlitz, LLC, 365 Boston Post Rd, Suite 123, Sudbury, MA 01776, USA.