8. Knowing Who Your Competitors Are
The deep dive into the customer’s mind in chapter 6 laid out the outside boundary (cognitive economy), and chapter 7 examined the inside lines (criteria of purchase) on the playing field in the customers’ mind. Building on the metaphor, we will now examine the rules of the game.
Without competitors, there would be no game. You and your competitors are vying for ideal locations in customers’ minds, customers’ attention, and, ultimately, customers’ consideration and choice. The competition for real-world resources (whether it is media, shelf space, raw materials, or talent) is a mere proxy for the real battle for the customers’ cognitive resources. To win the battle for a piece of the customer’s mind, you must ...
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