The article emphasizes that traditional views of competition in marketing are often too narrow, focusing solely on direct rivals within the same industry. Using Rachel Chu's experience in 'Crazy Rich Asians' as a metaphor, it illustrates that real competition can stem from unforeseen factors like social systems and beliefs, rather than just similar products. This insight urges marketers to broaden their understanding of competition to include the various outcomes that influence consumer decisions, which can lead to more impactful positioning and significant business growth.
Most marketers define their competition too narrowly - and it's costing them. They focus on companies that offer similar products or services, but customers don't make decisions based on industry categories.
Marketers make this mistake all the time. They assume they're competing against direct rivals - the Apple to their Microsoft. But like Rachel, many don't realize that their real competition is entirely different.
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