In this chapter Guy Kawasaki uses some of his own great experiences (as well as other well known marketing moves made by companies we all know) to outline 11 ideas for driving your competition crazy. I’ve highlighted a few here for you.

1. First Things First: Know Thyself – Ask yourself these questions:

• What business are we really in?
• Where do you see your business in 5, 10, 20 and 50 years?
• If prospects don’t buy from you, from whom do they buy?

It’s important to keep these things in mind as we are building our strategies to drive our competitors crazy. Remember not to lose focus by trying to be everything to everyone.

2. Next Step: Know Thy Customer – A couple of more good questions to ask yourself:

• Who is using your product?
• How are products in your category used by customers?
• Are regulations or societal pressures changing your marketplace?

There are also some recommendations on how to go about getting to know your customers on page 152, check them out.

3. Know Thy Enemy – Ways to Get to Know Them (only sharing a few here, check out the rest on page 153 and 154):

• Become a customer – if possible, this is a great idea. This way you get exposure to how they treat their customers as well as any new product/service information.
• Talk to your competitor’s customers - This can do nothing but help you figure out ways to drive your competitor crazy. When talking to your competitors’ customers always remember you are representing your own company too.
• Attend trade shows and meetings – companies use events to announce new strategic direction, new products and customer wins.

4. Focus on Customers – “The best way to drive your competition crazy is to make your customers happy.” Enough said.

5. Concentrate on a Decisive Point – Find a Niche or Provide Alternatives
More great examples here on pages 156 and 157.

6. Turn Customers in Evangelists –

• Create a cause – Evangelists need something to believe in.
• Find the Right People – Go to the end users of your products not executive management, they’ll help spread your word much faster!
• Don’t Forget Employees – All employees should be Evangelists.

Don’t stop here, go back to your book and check out the remainder of the list. This one was a quick read, great ideas we should all consider when building out our lead generation programs.

Any of Kawasaki’s other ideas stand out for you?

Be sure to check out Kawasaki’s latest project, Alltop. And don’t forget to look for The B2B Lead on marketing.alltop.com!