The Transformational Consumer

CHAPTER EIGHTRethink Your Competition

If we can keep our competitors focused on us while we stay focused on the customer, ultimately we’ll turn out all right.

—JEFF BEZOS

TRANSFORMATIONAL TAKEAWAYS

1. Your competition is not another company or product. Your competition is anything and everything that interferes with your customers’ progress.

2. Focusing on other companies and products is also bad for your team, in other ways.

3. Transformational Consumers are particularly good at detecting when you care more about competing with another company than about their lives.

When I led marketing at MyFitnessPal, I often got the question “who is your competition?” I think people expected me to rattle off a list of other nutrition-tracking smartphone ...