The classic entrepreneur always has a drawer in which he keeps his competitors‘ advertising. With fondness and satisfaction, he presents these works to his own agency, accompanied by the sentence: „Now take a look at this. Why can’t we think of something like that? We’re better, faster, cheaper and more innovative than our competitors – what are we doing wrong?“
It’s simple: you look too long and too closely at what the competition is doing instead of looking at your own products. Like every product in this world, there is a side to it that no one has discovered yet. We are convinced that this dimension also exists within your products. Let us look for it together! And we are equally convinced that with your help we will discover this side! And the competitor? Let’s leave him in the drawer! He will bring you nothing but annoyance and frustration. You don’t know what guides your competitor, you don’t know what he wanted to achieve with his advertising, and you don’t know what your competitor has paid. So please do not try to imitate your competition. What your customers want is fresh creativity, real advantages and truly useful innovation!
Your products can satisfy your customers’ needs, we are sure of it. Don’t think, think ahead! It is not always the easiest path, but it is the most sensible – also in economic terms.
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