Étienne Garbugli

Entrepreneur & Lean B2B Author

Pick the right competitors

By Étienne Garbugli | November 29, 2011 | 2 Comment

No matter what kind of product you sell, you’ll always have – sooner or later – competitors. You get one chance to decide which competitors you want when you decide which business to go in. But, after that…

Whether you wish to monitor your competitors closely or not, it’s important to hold one above the rest.

Having a strong competitor forces you to exceed yourself. It helps rally the troops and fuels the competitive instinct in all.

Apple wouldn’t have been Apple without Microsoft, Gretzky wouldn’t have been as good without Messier, Batman wouldn’t have been the same without the Joker… and the United-States wouldn’t have become so powerful without an enemy like the Soviet Union.

Strong competitors keep you on your toes. Pick the right comparatives. Whether you like your competitors or not, they serve a purpose.


Étienne Garbugli

Etienne works at the intersection of Technology, Product Design and Marketing. He’s a two-time Startup Founder, a four-time entrepreneur and a UX research expert. Etienne published Lean B2B: Build Products Businesses Want. The Lean B2B methodology helps entrepreneurs around the world build successful businesses.


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