Lead Your Competitors

Poor firms IGNORE their competitors; average firms COPY their competitors; winning firms LEAD their competitors.

~ Philip Kotler

I’m a die-hard fan of this quote. To understand “Winning firms LEAD their competitors”, let’s take the example of low-cost airlines.

Where is the low-fare, if flyers have to pay a fee for everything – bags, seats, food, boarding, changes, cancellation and more? Imagine the customer experience. Southwest Airlines decided to change all this and be the ‘Winning firm that LEADS its competitors’. How? On Southwest you have – No baggage fees, no change fees, no seats to select (sit anywhere you want), no boarding fees and low-fares with no hidden fees. Oh! And, Customer appreciation day is every day!

The secret of their success lies beyond these features, with the employees of Southwest, who embody and exude these values to each and every customer, creating a cult-like following for Southwest. Needless to say that every competitor who tried to ignore, straddle or copy Southwest’s strategies of operating a low-cost airline, failed. The crux is – “No matter what you sell”, true innovation lies in resonating with your buyers & giving them indisputable reasons to choose YOU over other competitors.

What are your tips to outshine your competition?

Senthil Sundaram
Senthil Sundaramhttp://www.consupts.com
An experienced strategist, enterprise transformation expert with over 20 years of experience in IT, Retail, eCommerce, Healthcare, Pharmacy, Travel/Hospitality, Education, Sports/Entertainment & Insurance industries. An enthusiastic leader at heart, challenges drive and excite me. Believing that the devil IS in the details, I seek out a 360° perspective of every enterprise I work with. For leading epic enterprise transformations and innovating game-changing solutions, I'm a trusted advisor and peer to CxOs and BODs across the world Work/Consulting portfolio includes Fortune 100/500 companies such as Siemens, GE, Walgreens, Blue Cross Blue Shield, Towers Watson and several small-medium enterprises across the world. Educated in USA with Master of Science in Computer Engineering and several executive/leadership trainings at Ivy League business schools in USA, I am a voracious reader, a minimalist, a nature lover, psychology enthusiast, and an avid cyclist.

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