Look sideways for not getting sideswiped by the real competitor

The regular competitors

You have always been focused on you nearest and regular competitors.
You have competed with them on many occasions and deals.
You know them, their products or solutions and their methods of selling.

On the yearly trade show events you visit their booths and they visit yours’ in order to find out the new developments or new products, which are improvements over the existing products or solutions.
Some competitors have left the battle field and have opted for other markets thus don’t compete any more with you.
Still you have your 3 or 5 regular competitors in the same market stealing customers or deals from each other.
You are head on competitors.

The real competitor

The real competitor that eventually will swipe your market will not be one of them.
The true innovator will come from a different market or technology: entering your market sideways.

Scott Anthony posted a few examples in his blog post on Harvard Business Publishing: “Who is your competition?“, like:
- Apple with the App Store in entertainment and games business
- Nintendo with the Wii in home entertainment business

In the comments and in his blog post, Ritu Venkatesh Rangachari mentions:
- Lonely Planet invaded the tourist business that was controlled by Michelin Tourist Guides and Maps.
Posing the all important question: “What is the customer trying to get done?”

Thus always look sideways for the real competitor, who can change the market and your market share.

Where do you see your real competitor coming from?
Or you don’t see any competitor yet?

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