Head to Head

"Head to Head" is a style of positioning where you compete directly with other established players in a well-defined market. You are not trying to change the game; you are trying to win at the game as it is currently played.

When to Use This Style

• You are the market leader: If you are already the leader, the status quo is in your favor. Your goal is to reinforce the current market definition and buying criteria.
• The market is new and has no clear leader: If the market is still emerging, you have an opportunity to establish yourself as the leader before anyone else does.
• You are a challenger with a clear advantage: If you have a significant and demonstrable advantage over the market leader, you may be able to take them on directly.

The Work Involved

• Reinforce the status quo: If you are the leader, you need to constantly reinforce the current market definition and buying criteria.
• Prove your superiority: If you are a challenger, you need to provide hard evidence that you are better than the market leader on the established buying criteria.

Cautions

• This is a difficult and expensive way to compete, especially for a small company.
• You need to be prepared for a long and bloody battle with your competitors.

Related Concepts:

• Three Styles of Market Positioning
• Big Fish, Small Pond
• Create a New Game