A Revolutionary Approach to Temporal Competitive Analysis.
Ah, time, that relentless warrior seldom sympathetic to our chaotic aspirations. Whether we find ourselves running late for a meeting, waiting for a tardy taxi, or joyfully strolling only to be met with crowded vehicles passing by, time remains relative and elusive. However, my focus is on something other than delving into the physical or quantum aspects today. Instead, I want to underscore the importance of time as a potential scale for measuring the success of an action.
Within offices and in the daily lives of executives, a wide variety of exercises exists, all aimed at minimizing the time blocks needed for the "awakening" of an objective. From the dynamically evolving Blue Sky Thinking to sophisticated Marketing or Brand Sprints, these approaches share an interactive, experimental nature and, of course, the advantage of quickly achieving much more robust progress. Yet, regarding one of the fundamental elements of brand strategy—competitive analysis—time often remains a neglected variable. In this fast-paced environment, static snapshots no longer suffice.
Enter the Temporal Competitive Analysis, a groundbreaking four-step model designed to unveil the temporal dimensions of the competitive landscape and transform insights into actionable strategies.
Step 1: Follow the Influence
Expand your research beyond your direct competitors and identify other players in the industry who may need to be in the spotlight. These influencers, who share a similar vision for the future, significantly impact the market. For example, TikTok has unexpectedly played a significant role in revolutionizing education by promoting quick and emotive learning. Adopt a broad perspective to explore related industries and attractor states to uncover patterns.
Step 2: Pull out the Conditioning Narratives
Exploring the stories told by brands and innovations in your industry is essential. These stories, which can come from product experiences, collaborations, and media presence, significantly impact the market's thoughts, feelings, behaviors, and purchasing habits for the next few years. For instance, narratives centered around dignity, control, and ritual redefine consumer expectations in the parenting industry.
Step 3: Roll the Dice Forward
Try to anticipate the secondary insights from the identified conditioning narratives. Immerse yourself in the narratives to envision how the user will evolve and how the game's rules will change. For example, imagine a future where customizable motherhood becomes the norm in the context of early motherhood, transforming the monolithic journey into a highly personalized and empowering experience. Anticipate the second-order insights arising from the identified conditioning narratives. Immerse yourself in the narratives to envision the evolved user and the altered rules of the game. For instance, imagine a future where customizable motherhood becomes the norm in early motherhood, transforming the monolithic journey into a highly individualized and empowering experience.
Step 4: Build for the New Game
It is essential to have a thorough knowledge of how your competitors are influencing the market and predicting future trends so that you can create effective strategies that are tailor-made for the future. It is also essential to understand that timing is critical. Especially in industries that are experiencing rapid innovation and consumer conditioning, conducting a Temporal Competitive Analysis is crucial.
Sooner rather than later, we must acknowledge that the world isn't "unchanging," at least not as our grandparents often suggest. The world undergoes constant transformation, every second, with every blink, and it is our duty to work proactively to stay ahead of the curve. Having said that, it is crucial to understand that in this world, culture, environment, and significant events are continually shaping consumer behavior, and at the same time, your competitors are molding future behaviors. By doing so, you can proactively shape your own brand's destiny. With the rate of change accelerating, having temporal awareness is not an added advantage but a strategic imperative for those who aspire to lead in brand strategy. With a deep understanding of how competitors are conditioning the market and predicting the evolving norms, build strategies tailored for the future.
The Temporal Competitive Analysis is crucial for industries experiencing concurrent innovation and consumer conditioning.
