CREATING UNFAIR ADVANTAGE
FlyingFoxes.co.uk
A Marketing & Fundraising consultancy with a focus on helping brands stand out and create an unfair advantage in the battle for attention and drive choice.
ZERO SUM GAME
All marketing is primarily focused on one thing, choice. We are all trying to get our audiences to choose us, to pick our product, to join our campaign… that’s where Flying Foxes comes in. Put simply, we are here to help brands create an unfair advantage in getting your positive outcome at a brand, product or campaign level.
Everything is a zero-sum game. Clearly defining who or what needs to lose for you to win, and then aligning your thinking to delivering that outcome is the biggest part of the battle.
It’s about out-performing the competition not out-spending them and we call this Positive-Sum Thinking.
Positive Sum Thinking creates an unfair advantage comes from many places but it usually starts with asking better questions:
- Can you change the rules of your market in your favour?
- Can you use your competitor’s strengths not just their weaknesses against them?
- Can you use your weaknesses not just your strengths too?
- Can you change the size of the problem?
- Can you reframe your marketplace to one where you are the market-leader?
- Can you achieve your aims by picking something else to battle?
- Can you nudge the people to behave as you want?
- Can you borrow an idea from another market?
- Can you achieve your aim through a partnership?
But usually the first one, is are you actually creating enough differentiation to make choosing you easier?
FlyingFoxes.co.uk 