TWELVE

Choosing the Battlefield

YOUR SELLING and marketing strategy means choosing who you will compete against and on what basis.

If you decide to change your product offerings or your markets, and the customers to whom you are offering your products and services, you change who your competition will be. Just as if you are a country surrounded by other countries and you decide to go to war, it is the direction of your attack that is going to determine all your planning.

Change Your Customer, Change Your Competition

A perfect example again is the Steve Jobs/iPhone decision to compete in a completely new area of technology and innovation than Apple had ever been involved in before. Apple saw an opportunity to produce a mobile phone that was

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