- Never let a rival define you
- If your rival is worried, find out what he knows that you don’t
- Employ one marketing smartie who thinks like an outsider, will tell you the truth, and is endowed by you with veto power over messages and themes
- When your rival punches you, punch back – but elegantly, by taking the conversation above him to a bigger point
- Be who you are but put your energy, vocabulary and instincts on steroids
- Stats and numbers can keep you in the weeds; use them shrewdly but don’t depend upon them – tell the story of what they mean in the aggregate to your customer
- After a distinct, authentic viewpoint, put nimble thinking and decisiveness above all else
- Incessantly cultivate the mindset that every customer is yours to lose; this is the wellspring of both the confidence and the humility every person needs to lead and to prevail
The great tradition of exaggeration is giving way to authenticity, courtesy of empowered buyers.
Read a brief about the paper here, which will take you to a link for downloading the entire document.