It’s not WHO is your competition, but WHAT is your competition.

Being the best in your town or your market is no longer good enough, because you are not just competing with the competition.

I’ve just had a coffee in the best cafe in Bawtry. I finished my drink and sat there waiting for another, but service was really slow today and quite frankly, the coffee wasn’t that great, certainly not worth waiting half an hour for. I saw someone with an orange juice and thought that would be a safer option, but still no service.

In the end I thought sod it, I’ll go home and make myself a cafetiere of my favourite Lazy Sunday coffee, and I’ll have a chilled glass of Tropicana while I wait for the kettle to boil. Lovely stuff.

That cafe was the best on Bawtry, but not the best option before me.

The options before us today are incredible. As consumers we are so much more powerful than we were just a few years ago.

Aiming to be better than the competition limits you. You have to aim to be the best possible option available bar non.

To offer anything less than that is just offensive and in future, I’ll just stay at home. Better coffee and faster service.

Getting customers is relatively easy. To keep them you have to not only be better than the competition, but better than everything else.

James Ashford | Creative Director

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