There are thousands of consultants and business advisors against whom I compete, each with a different focus and competitive advantage. How am I supposed to compete against them all?
This is a great question that reminds me of the joke of "How fast do you need to run to escape from a bear?" The answer: "Just a little bit faster than your friend." You don't have to be the best in all markets, capabilities, technologies, etc. to be effective. You just need to be better (i.e., more valuable to a prospective client) than the alternative. Look at any athlete, actor, surgeon, chef or painter. They are judged - by the person evaluating or receiving the service - as having the right skills, applied in the right way, at the right time. A universal evaluation standard does not exist.
Rethink your strategy. Instead of starting with your abilities and figuring out how to enhance them to beat others, look at a prospect and figure out how to provide greater value than they are currently receiving. The recipients of your service are totally disinterested in your skills except to the extent that their condition is better in the future than it is now. Tip:
Compete against the service
received by your prospective clients instead of service providers
like yourself. Focus on the nexus of service between you and the client and not on either one by themselves.© 2010 Institute of Management Consultants USA