Why does a tail lights strategy so often lead to failure?
If there are so many reasons not to ape the competition, why do we see it so much? It’s because it is easy. You don’t have to think. You don’t have to take a chance. You just do whatever succeeded for the last guy and that seems good enough. I also believe that the pace of change nowadays leads to more copying, because everyone is moving so fast that they don’t even have time to think. They see a competitor do something and they just react, rather than carefully deciding what makes sense for their own company strategy.
To be sure, copying success isn’t a dumb idea all the time. In many ways, your customers expect it. But if you find yourself blindly following the leader and rarely being a trailblazer yourself, it’s time to take a breath and see why that is happening. The pioneers might have to dodge some arrows, but getting to the new territory first is one of the largest competitive advantages this digital world has to offer.
Up NEXT, use the Reflect section to review what you’ve learned in this unit. Once you’ve finished the assessment, click DONE to navigate to the Units Page. From there, select ‘Unit 2–What’s Wrong With the Regular Marketing Process’ to continue.