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Reinventing the Wheel by Chris Zane

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• 6 •
game-changing tactics
I HAVE TO admit that the part of my job I enjoy best is thinking up new ways to put pressure on our competition. Whether implementing new marketing programs or just coming up with creative ways to change the rules of the game, I love annoying the heck out of my competitors. Although our rivals might think they’re in the same business as Zane’s, our focus on selling experiences means we actually think and act differently than they do, which gives us a formidable advantage. By the time one of my competitors thinks they have figured out how to copy what we do at Zane’s—either on our retail or corporate end—we’ve already moved on to establish a new barrier for them to overcome.
We have been pushing the envelope from ...

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