Create your own market

Hi,

The culmination of the last 3 or 4 emails dealing with marketing warfare concepts is this thought: the strategically smart way to defeat a market leader is to out-flank them by creating a new "market" that will grow in value to supercede the old order. Eg. computer hardware vs computer software. Where is the value today? Looking ahead and identifying the next big hill and capturing that hill rather than fighting for the old hill. You don't confront the Leader. You simply rob them of relevance to the future. Do it by defining a new market and aligning your offer to it. Simple.

......

The hysteria over Steve Irwin's death makes me wonder "why?" On the surface, he was a showman, a photogenic mug lair, using animals and reptiles as props for his sideshow. He spoke like Mick Dundee: "Crikey". He was packaged and promoted as a product. I loved the character he created. Sure, he had a message of conservation. But so do many others. Why is he being mourned so deeply? Because he was the genuine article. He was living his dharma. He used the word 'love' a lot and he meant it. In a world full of phonies, he was real. He wasn't putting it on. He was being himself. Being real is the best thing you can be, in marketing, in life. Don't be afraid to be real. There's a Steve Irwin in all of us.

Cheers!

Michael Kiely