Recently at Green Zebra we've been in negotiation with two different companies with whom we are exploring partnerships.
They each wanted exclusivity clauses. We said no.
We asked them to ignore the competition, and try to do what we do every single day: serve and delight our customers with quality, care, and consistency.
If you focus too much on your competition, you'll forget how to be yourself.
Focus on providing a great experience so that customers come back not because they have to, but because they want to.
An exclusivity clause is an artificial victory. It goes away when the clause end. Delighting customers is a real win. It has a long shelf life and a multiplier effect.
Sometime you've got to forget the competition. Differentiate and do your best work.
Peter Koehler's Writing Archive