Only lazy businesses have competitors

Only lazy businesses have competitors.

Here’s how to turn competitors into fans:

A competitor:

• Same race, for the same resources
• Sees your success as their problem
• Follows your marketing to replicate wins
• Wants to beat you at your thing
• Celebrates when you lose

A fan:

• You winning your race = they win theirs
• Sees your success as worth celebrating
• Follows your marketing because it’s fun
• Wants you to be #1 at your thing
• Offers to support you when you lose

5 steps to turn competitors into fans:

• Communicate like they’re already a fan
• Amplify what makes you unique
• Amplify what makes them unique
• Put on the best show in your space
• Invite them to the show

TL;DR: Subniche, edutain, and play nice.

Think of you’ll achieve when you can turn your enemies into your biggest advocates.