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Book Presentation

How To Drive Your Competition Crazy by Guy Kawasaki

Book Abstract

MAIN IDEA

In its purest form, the concept of “driving your competition crazy” means to disrupt a marketplace in order to create new advantages for yourself and in the process diminish the existing competitive advantages of all other competitors.

By using clear thinking, shrewdness, street smarts, bold moves and hard work, you can delight your customers and increase sales and profits. This will be very frustrating for your competitors who would like nothing more than to see you fail.

Driving your competitors crazy is a combination of the maxim: “It’s not how you play the game, but whether you win or lose” and the concept: “The best defense in business is a good offense”. It also involves maintaining your perspective. You can tell when you are operating at maximum efficiency when you play the game of business as intensely as if everything depends on the outcome, but at any time you can walk away and act as if nothing actually depends on the results.

Important Note About This Ebook

This is a summary and not a critique or a review of the book. It does not offer judgment or opinion on the content of the book. This summary may not be organized chapter-wise but is an overview of the main ideas, viewpoints and arguments from the book as a whole. This means that the organization of this summary is not a representation of the book.

Summary of How To Drive Your Competition Crazy (Guy Kawasaki)

1. LAY THE GROUNDWORK

Main Idea

To start towards being able to drive your competitors crazy, you must:

1. Have a clear and accurate understanding of your company, your product and the competitive field within which you operate.
2. Understand your customers and their needs.
3. Understand your competitors and what motivates them.

Supporting Ideas

Before taking on the enemy, it’s vital to first check you know your own company and your product or service.

You’re ready to compete vigorously when you know the answers to the following questions:

1. What business is your company really in (as opposed to what product or service do you offer).
2. Where will your company be in 5-, 10- or 20-years time?
3. If a prospective customer doesn’t buy from you, where and what do they buy?