Comparing

Companies often want to compare themselves to competitors.

That's fine short-term. But long-term, it won't work.

Don't compete head on, you'll be outspent, out-partnered, and out-entrenched.

In the mid-2000’s, Apple introduced the “Mac or PC” ad campaign that told the story of the newer, cooler and hipper Mac vs. the outdated, more complex and stodgy PC.

It worked a treat. Apple won momentum with it's iMac products and broke the Windows monopoly first with the iPod and then in a land slide with the iPhone.

Now however you could argue Microsoft is a cooler brand in the sense that they're ahead in AI and Cloud computing.

Business often works in cycles and what worked before probably won't work again.

So what can you do?

Instead talk about momentum, earned attention, and why you matter right now.

That way you'll win.