One of the foundational activities I love to do with my clients is to look at similar businesses or organizations to see what they're doing and whether it's effective.
The goal isn't to emulate them or even to get inspiration. It's about finding gaps in the marketplace that could be filled with my client’s business offerings or through communication and marketing differentiation.
Being different is GOOD. After all, if every company presents itself in the same way, what's the point? Imitation may be the sincerest form of flattery, but it's not going to show how you're different. And your strength lies in what you do differently.
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