Competitors Can Legitimize Your Strategy

When a competitor responds to your marketing strategy by imitating it, they can inadvertently legitimize your approach in the eyes of the market. A poorly executed imitation can be even more beneficial, serving as a tool that highlights the superiority of your own program.

How Competitor Response Can Help:

• Validation: By copying your strategy (e.g., publishing their own "futures" catalog), a competitor signals that your approach is the one to beat, reinforcing your leadership position.
• Exposing Weakness: If the competitor's imitation is inferior, it draws a direct, favorable comparison to your own offerings. It can expose their product line's inadequacies and undermine their credibility.
• Shifting the Battlefield: A competitor who is drawn into fighting on your terms is reacting to your moves rather than executing their own proactive strategy. This allows you to control the narrative and the competitive landscape.

Instead of debunking a bold strategy, a competitor might fall into the trap of confronting your strengths head-on with a me-too response. This reactive move can become one of your best sales tools.