It was Tara-Nicholle Nelson, former VP of Marketing for MyFitnessPal, who said “The question is not who our competition is but what it is. And the answer is this: Our competition is any and every obstacle our customers encounter along their journeys to solving the human, high-level problems our company exists to solve.” This is such an interesting view on competition where you’re battling alongside your customer in helping them reach their goal.
In Short: Our competition is any and every obstacle our customers encounter along their journeys to solving the human, high level problems our company exists to solve.
Hear more from Tara-Nicholle in this video.
More quotes from Tara-Nicholle Nelson:
There was this quote I found one time on the internet that I got super obsessed with and actually memorized. It was like, “You are a ghost.” “You are a ghost, driving a meat-covered skeleton made of stardust, riding a rock that is hurtling through space. Fear nothing.” So that’s who I am and that’s who all other people are. And that’s why I’m interested in them.
The way I market tends to be through that lens too, how can we actually create content that helps them, you know, make the change that they want to make more effectively, more beautifully, with more ease. And then, and become sort of their trusted advisor as a company, right?
I say this even for clients or companies that are marketing now, when you can truly get deep inside someone’s, especially inside their painful, their pain points, their pain experience, and put language to that in a way that they have never heard before, you get you gain instant credibility as a resource. Your brand gains instant credibility as a resource for them.