Competitive v. Creative

Competitive companies focus on features of their products, speed of their services, and low price as value. They think profit first, customer second. They have an advertising mind in a branding world. They thrive on scale and fear engagement. They let technology lead instead of support. They are always playing catch up.

Creative companies value the consumer. They add value through benefits and passion. They are excited to engage, listen, and learn from their consumers. They develop and iterate based on behaviors, emotions, and wants. They value their consumers who in turn value the relationship. They focus on branding with advertising playing a role. They become a catalyst for their consumer’s life. They don’t need to “win” the industry as long as they can best serve their consumer.*

*even though this mindset reaps great rewards in market share.

What plane are you participating?


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