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


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.

New York University's Professor Red Burns: Competition Is Not Valued Here...

I can excuse New York University Professor Red Burns as an eccentric, out-of-touch, ivory tower academic. But I can't excuse New York Times contributing writer Denise Caruso's uncritical look at the work of Red Burns. So what's my problem? Writer Caruso's article in the New York Times today describing Professor Burns' approach to collaboration and innovation and specifically the following quote:

Competition is not valued here, asserts Red Burns, who has run the program since 1983 (and whom I have known since the early 1990s). Competitive people have energy, they're interesting and so forth. But they're so focused on the competition they fail to see what they're doing. They just want better, bigger, stronger, longer, and they miss the periphery. And that is where you find things you don't even know are there.

I'd have to say that the good Professor's characterization of "competitive people" is borderline ignorant, and her New York Times sanctioned platform irresponsible by not at least gently challenging Burns' assertions.

If Professor Burns spent time with "competitive people", she would find some of the most innovative folks around - for innovation and collaboration are powerful COMPETITIVE weapons that enable an enterprise to win - quite often without fighting.

Yes, I'm slightly aggravated by this. I'm aggravated by the ongoing demonization of competition. I'm aggravated by the uncritical look at theories like the Blue Ocean Strategy by influential business pundits and platforms.

And as always, I'm delighted to offer the good Professor and her enablers space here to elaborate or respond. As usual I pledge to print whatever they offer...

Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competitors.

Return to The Commentaries Index