How to Drive Your Competition Crazy

How to Drive Your Competition Crazy – Guy Kawasaki

In business, competition can be fierce, and many companies respond by copying their rivals or competing only on price. Guy Kawasaki, the former Apple evangelist known for his energetic, irreverent approach to business, suggests a more creative and enjoyable way to win. In How to Drive Your Competition Crazy: Creating Disruption for Fun and Profit, written with Michele Moreno, he shows readers how to outthink, outmaneuver and unsettle their competitors.

Kawasaki argues that the best way to beat the competition is to focus on understanding your customers, knowing your own strengths and weaknesses, and doing things your competitors cannot or will not do. He encourages companies to define themselves clearly, find and serve customers better than anyone else, and turn their customers into passionate supporters who spread the word.

The book offers a wide range of practical tactics, such as identifying your competitors’ vulnerabilities, using customer feedback to improve products, making it easy to do business with you, building strong relationships with customers and partners, creating a community of fans, using publicity creatively and competing with style and integrity rather than dirty tricks. Kawasaki also discusses how to respond when competitors attack, and how to stay focused on what matters.

Written in Kawasaki’s witty, humorous and lively style, the book is filled with stories, lists and examples drawn from his experiences and from companies large and small.

Entertaining and practical, How to Drive Your Competition Crazy is a fun read for entrepreneurs, marketers, managers and small business owners. Some examples reflect the business landscape at the time of publication.