Sometimes a competitor presents such a disruptive and revolutionary product, you can’t help but want to replicate their success.
Then again, that’s actually one way to describe the premise of Avengers: Age of Ultron. When Tony Stark discovers an A.I. abandoned by the alien enemies of the previous film, he attempts to integrate it only for his ‘success’ to become the Avengers’ ultimate archnemesis: Ultron.
Anyone who even just watched half the movie can learn a lesson about trying to copy a competing product for the sake of creating ‘something better.’ So if you’re trying to generate sales leads for a product like that, you might want to avoid making similar mistakes.
But first off, there might be some important differences between marketing a product similar to that of a disruptive competitor’s and marketing a knock-off. You’ve got to highlight the improvement’s you’ve made on a prospect’s disruptive concept. Integration with your ideas is another thing to remember.
Setting that aside though, it’s probably more important to measure just how much you understand the idea that you’re trying to adapt to your own products. Only then can you properly market your own take without the risk of diminishing credibility and trust in your target prospects.
- Close more gaps between marketing, sales, and core R&D – Everyone needs to understand exactly what it is they’re trying to emulate from the new kid on the block. You can’t afford any room for misunderstanding the competition’s ace card at this point. You have to know exactly what it is you’re trying to do and see that the knowledge is properly cascaded to all those in charge of marketing and differentiating your own product.
- Understand how truly disruptive the competitor is – Sometimes what’s regarded as disruptive isn’t necessarily so. For that, you need market analysts to use your knowledge of the rival product in order to measure how well your own product can actually compare. This is not just a case of avoiding copycat tactics for the sake of market share. This is about actually presenting your company as a brand that can play a better game than the disruptor.
- Consider doing the opposite – Alternatively, you can use your knowledge to find out if a disruptive innovation still has a share of flaws that your product can address. These are the points of your product worth highlighting because they can end up the pain points of your competitor’s customers. Your marketers and lead generators can avoid dropping names but should still focus on why your company and its products still serve as a gold standard.
Taking a piece of disruptive technology for the sake of marketing your own take on its concept comes with the risk of coming off as a copycat. However, that’s not actually the worst part of it. The worst part is actually demonstrating a poor understanding of what you were trying to copy. On the other hand, avoiding that one mistake can actually help you do better than the disruptor!