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Using speed to your advantage

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in Leaders & Managers,Workplace Communication

It reached fever pitch during the dot-com boom, but it’s still true: Whatever advantage you have, someone will take it. So, keep moving … fast.

Six strategies:
  1. Experiment freely. Your ideas should sound a little nuts. Who’d have thought those Burger King commercials would strike gold?

  2. Distance yourself. Every successful new product from here on out will have its own niche, its community of fanatical users.

  3. Create your own market. Cirque du Soleil, the sort-of circus/sort-of theater act, has expanded to $700 million in annual sales, but after 22 years still has virtually no direct competitors.

    Tip: Its in-house group called New Tendencies studies what’s new in restaurants, cars, fashion and lifestyles. Noticing a rise in Asian themes, Cirque injected that flavor into its show at MGM Grand.

  4. Obsess about customers. Don’t worry about what your competitors are doing so much as what your customers are wanting.

  5. Share. Cooperative networks of companies and serious-minded crowds of amateurs now create wonderful products like wikis and marketplaces.

  6. Personalize. Options range from tailor-made teddy bears at the Build-a- Bear Workshop to tailor-made clothes from Lands’ End.
—Adapted from “How To Hit A Moving Target,” Robert Hof, Michael Arndt, BusinessWeek Online,

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