How to Beat Your Competition by Seeing Through Your Customer’s Eyes

Rethinking Competition Beyond Industry Boundaries

Traditional competitive analysis often limits companies to comparing themselves with direct rivals in the same industry. However, customers don’t think in industry terms; they look at all the ways to get their jobs done. By expanding your view of competition to include all alternatives customers consider, you can uncover hidden threats and new opportunities.

For example, a movie theater competes not only with other theaters but also with streaming services, playgrounds, or even social gatherings that fulfill entertainment jobs. Recognizing this broad competition helps companies innovate and position offerings more effectively.

Analyzing Competition Based on Job Satisfaction

Focus on how well competitors satisfy key customer jobs, including functional and emotional dimensions. This analysis reveals gaps where your product can excel and differentiate.

Crafting Differentiated Value Propositions

Use insights about jobs and competition to design value propositions that resonate deeply with customers. Highlight how your solution better satisfies their most important jobs and overcomes adoption barriers.

Designing Business Models to Capture Value

Align pricing, delivery, and support with customer jobs and competitive dynamics to maximize revenue and loyalty.

Conclusion

Seeing competition through your customer’s eyes transforms strategy and innovation, enabling you to outmaneuver rivals and capture new markets.

Sources: Strategyn.com, Harvard Business Review, Outcome-Driven Innovation blog, Amazon reviews 2 4 3 1