This is an interesting perspective, but one that can be difficult to put into practice.
The notion that we should ignore what the competition is doing? Surely not!
In fact, it’s not about pretending the competition aren’t there or ignoring what they’re doing, it’s about keeping your focus on your business. Don’t ignore the competition altogether but don’t make it your main focus.
When you’re analysing everything the competition does, you’re not focused on your business and when this happens it may be that you won’t enjoy the successes you had hoped to.
Baz Gardner, from The Social Advisor, talks about recognising the value that you and your business give to customers. What do you do differently? What is your purpose? And what can you do in the future to keep those customers and enhance their experience? And his advice? “Don’t compete, create”.