Firms outperform competitors by aiming to be different, not better

Jules Goddard and Tony Eccles

Companies should aim to outperform their competitors by trying to differentiate themselves from them, rather than trying to outdo them at what they do.

ANTITHESIS: the search for excellence

"Strategy is about setting yourself apart from the competition. It's not a matter of being better at what you do - it's a matter of being different at what you do"

Michael Porter

"You don't want to be the best of the best. You want to be the only one who does what you do."

Jerry Garcia

WINNERS MAKE MARKETS.

To make a market means to bring something new into existence. For the customer, it means creating a new category of choice, not simply another variant within an existing class of well-established products or...

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