SUMMARY

vSente is a marketing consultancy. We help challenger enterprises wage and win battles for market shares.

Disciplines - Advertising | Marketing | Sales
Competency - Challenge | Defend
Deliverable - Profitable Market Share
Audience - CEO's | Marketing | Sales
Scale - Small | Medium-sized Enterprise
Services - Campaigns | Workshops
Location - San Francisco | London


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Join vSente's Campaigner list and get a free download of vSente's Campaign Planner.

This is the generic version of the planner we use for our workshops and campaigns. The planner is in Excel format and includes the campaign worksheet and one-page plan of campaign. Enter your name and email address to join and receive your planner.
If you're responsible for sales or marketing in a small or medium-sized enterprise, then I'd like to invite you to join vSente's Campaigner list. This list is composed of marketers interested in learning more about accountable and effective marketing campaigning techniques.

Weekly we send via plain text email a short description of a competitive marketing tool or technique along with a link to a resource you can download and use. These resources come from vSente's Armory and consist of wizards, manuals, white papers, planners all focused on helping marketing managers battle larger competitors.

The content and resources are free to members of the campaigner list. But should you find yourself engaged in a tough battle for market share against a larger competitor then you will likely gain value from paying for a monthly subscription to vSente's Armory, booking our two-day workshop or engaging us to help with your campaign.

This community is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the list for you. On the other hand if you're interested in exploring the underlying dynamics of competitive advantage, then the topics discussed on this list will be of help.

Submit your name and email address above and the link for the planner will be sent immediately to the email address you used to sign up. Then look for a plain text email from vSente weekly.
Cooperation Is Open Arms, While Competition Is A Boxers Pose.

Ron Crossland, Chairman of Bluepoint the leadership development group, just wrote a commentary about cooperation and competition. He used the typical progressive frame of cooperation good, competition bad. Crossland says:

Cooperation is open arms while competition is a boxer's pose.

So either you hug somebody or give them a bloody nose. Not a very nuanced view. More importantly somehow Crossland thinks that you can select whether you cooperate or compete:

Leaders should select and use them (cooperation and competition metaphors) with the same deliberation they use in any other strategic action...

Critical word is "select". Most of the time leaders selecting "cooperation" are thwarted by competitors/adversaries who select competition - quite often the kind bent on your destruction or elimination.

Bottom line is that you do not select your competition, nor do you control their means or methods. Yes, you can attempt to influence them, but if Vladimir Putin, or Larry Ellison, or Osama Bin Laden decide they want to compete, and compete on terms you may not like, then you have two choices - compete or forfeit the game.

You can download Bluepoint's September newsletter here which contains Crossland's commentary.

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