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If You Can’t, You Can’t

50 second read time

May 16, 2018 | Positioning

Sometimes a “can do” attitude can’t. And, if you can’t, you can’t. No amount of time or money is going to change that.

Just what is it that you can’t do? No matter your strategy, you cannot win going head to head with a well-established market leader. So don’t try.

Instead of trying to take down an industry leader to obtain the #1 position, figure out what your position is. And, capitalize on the strengths you already have.

Example: Dr. Pepper is never going to be #1 in the soft drink business. That position belongs squarely to Coke. But by owning their unique flavor, they dominate their area of the market. Anyone prefer Pibb Xtra, or Dr. Thunder?

Be realistic about who you are, and don’t sink your company in a fight you can’t win. If you can’t accept being less than #1, it may be time to cut your losses and sell the business.

Charlie Brown said it best, “no problem is too big to run away from.”

“Many things are not possible, no matter how hard you try.”

— Al Ries & Jack Trout

Want to know more? Positioning: The Battle for Your Mind is available on Amazon.

Ries, Al, and Jack Trout. Positioning: The Battle for Your Mind. New York: McGraw-Hill, 1986. Print.