Andy on Twitter

  • Great read... Panic, Pandemic, and the Body Politic | WIRED ,
  • Well, can't head to the cafe as much so perfect excuse to get an awesome, first class espresso machine... Great off… ,
  • Ummm... we’ve come a ways since the Spanish Flu... there is this Internet thing for a start ... every Biz is expect… ,
  • Had some thoughts on column vs. another in same rag ,
  • Loved column in the Australian (),
  • Good read from Bain on defending Retail against the Coronavirus - Bain & Company ,
  • What are CMO’s thinking? Some thoughts on the latest CMO Council Research… ,
  • Over 45% of Aussies have no issue talking to a chatbot. Here's why robots are the future of customer support. | Bus… ,
  • Covid has really exposed how vulnerable most companies are digitally. is a total disaster. Services failing.… ,
  • Isolation definitely sucks but one thing sucks more... The low grade, pathetic performance of mobile and internet i… ,
  • OK - just to be clear I am a Rugby tragic... but come on. Small Businesses in NZ that are the lifeblood of the comm… ,
  • Strikes me that this is the best time for all Newspapers to take down their online paywalls, capture a huge swath o… ,
  • Smart as. ,
  • Really fell for all the good people at and now out of work. Hang in there gang. We'll be back and you'll be back.,
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The Way Not To Compete

Years in Silicon Valley teaches you a few things about how to compete – scars, tears, lawsuits, shame and frustration are wonderful educators.

Attacking competitors and letting no claim stand unchallenged is a way of life. The trick is to do it subtly. Never market your competitors products. Never appear defensive. Always front-foot, never back foot. Never market their brand. Use their name, never their identity. Break these and other rules and you are marketing your competitors.

Baiting is a popular pastime as start-ups look to get incumbents marketing their brands for them.

And so it is with Jetstar right now in New Zealand. They’ve successfully lured Air NZ into a defensive position and got them marketing their brand. Smart move from an airline many wouldn’t have given the time of day. 

 

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