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DON’T WAIT FOR A COMPETITOR TO MAKE YOUR BRAND IRRELEVANT
Retrospect makes fools of many of history’s giants, consistently proving true the proverb, “Pride comes before a fall.” From enemies to empires, individuals to organisations, it’s the players who grow too comfortable at the top who suffer the hardest fall.
When I’m working with clients, I strongly encourage them to keep a watchful eye on the forces of disruption that they may be least expecting or least concerned about. Unconventional competition is constantly the catalyst for the downfall of the big players, not least because it is often dismissed, underestimated or simply undetected until it’s almost too late. Of all the many forces of disruption organisations are vulnerable to in the modern world, unconventional competition might be the hardest to monitor and respond to.