There are 2 kinds of warfare: asymmetrical and stupid. —DR. CONRAD CRANE, DIRECTOR OF THE U.S. ARMY HISTORICAL SOCIETY AND AUTHOR OF THE U.S. ARMY/MARINE CORPS COUNTERINSURGENCY FIELD MANUAL
I have a client who competes with Starbucks. Or at least that is what they think. I don’t think they do because they have no argument to win. What is Starbucks good at? There are other factors at play, but these are the main ones: They fill the middle between your home and work, and they are also known for making good enough coffee.
These are not attributes where my client can make a confident argument that they can win. And my client can’t just turn itself into a roaster. And it shouldn’t.
So what to do? The answer is simple but difficult: You do what the other guy can’t or won’t.…