This work offers a summary of the book “HOW TO DRIVE YOUR COMPETITION CRAZY: Creating Disruption for Fun and Profit” by Guy Kawasaki.
The best business strategy, Guy Kawaski believes, is to actively take on your competition, and diminish any advantages they have. He has four strategies, taking you from the initial groundwork to how to innovate and take risks. He begins, for example, on how to do effective, useful research: which competitors do prospective customers use, and why? Why do your customers buy from you? Are you customers using your products in unexpected ways, and if so, can your capitalize on that? Create a comprehensive profile of all your competitors, so you know who works for them, and their skills, how they distribute their product, and how they handle after-sale care.
Kawaski explains how to use that research into practice to ensure that you are making life as easy as possible for your consumer. Small measures can make a big difference: if your product needs a battery, for example, include one – don’t make your customer find one. When your customer is unhappy, accept responsibility and ask how they would like the problem fixed. In this way, How to Drive Your Competition Crazy shows how to deal with the large business issues – such as how to determine objectives, and practical day-to-day ones.