There are several opportunities for an organization to fail, i.e. becoming too big to be responsive for changes in the corporate environment or starting to believe its marketing folders. To reduce the risk to end up in these kinds of situations your organization can put an emphasis on the competition or in the best case select a specific and mighty enemy. Why this? Jay Levinson, an expert in the guerrilla marketing field, describes several benefits of a competitor: “The role of your competition is
- to force you to get better
- to keep you honest
- to give validity to your industry and
- to give you the resistance that you need.
If you are lucky, your competitors are good, smart, and working hard – they are not just pushovers”.
Do you manage an organization that needs a significant change? So I recommend testing this approach.