If the norm is successful, then follow the norm.

Recently I spent time with a group in the blended learning space who understand that following the norm will produce normal results. They realize too this goes much deeper than a competitive analysis in order to find a niche to fit in or a space to occupy.

No, this is taking a step back and perusing the entire landscape in order to understand the norm and then determine if it is worth being followed. Apple, Disney, Google, and others did not achieve their success by following the norm. They understood that the norm allowed them an opportunity to reach higher levels of success by going against it, blowing past it, or doing something entirely different altogether.

In your line of business what is the norm? Is it successful and worth following? Or, does the norm present you the opportunity you need to lead in a new direction?

Instead of starting with the question - "How can we differentiate ourselves from our competitors?" - broaden the question and start with "What is the norm in our industry and is it worth following?"

When you do, breakthroughs can occur.

houston@figment-consulting.com