and then what?
We want to turn our attention to the competitive battle-zones, since we believe that an understanding of them, how they affect you, and how you can work on them is an essential starting point. You need to have an educated view on how you address each of these. As a next step, you need to decide where you double down in 2022 to get back ahead of the curve in your competitive landscape. In other words, you need to master your battle-zones to gain a true stronghold because it still holds true that “what you spent your time and attention on is typically what you get really good at...”
In order not to make it too philosophical, we want to highlight a few things you can do now. You can start reflecting on the following five crucial questions concerning battle-zones.
- Where do you spend most management time and focus – and is this the right priority?
- Where do you invest, and is your investment focus correct and balanced?
- Do you have the right and best people in each battle-zone, and do you have sufficient diversity to solve and master each battle-zone?
- Are you using data sufficiently to make and improve your battle-zone performance?
- Which competitors are you looking at, and should you look more broadly?
Our experience is that these meta-questions are often overlooked and under-discussed when daily business kicks in. We also highly recommend that you get closer to what happens in customer service and get a better understanding of your data foundation – because it is in the details from the battle-zones you can detect whether you are lucky or you are actually doing things very well.
We sincerely hope that you find value in this article, and hopefully, it sparked the inspiration to review some of your activities. If you want to continue the conversation, please do not hesitate to reach out to Carsten Pingel.
About the Authors:
Carsten Pingel has been working within digital strategy and business development for the last 15 years. Former experience includes acquiring and scaling high-growth, multi-brand eCommerce businesses, and enabling digital transformation in the largest Nordic media group, Egmont, business development and strategy at Copenhagen Airports, and board positions in high growth eCommerce & SAAS companies. Now Carsten is leading the strategy consulting unit within Valtech, helping companies in their digital transformation, and utilizing data to accelerate growth.
Toke Lund has been working within management consulting, heading up the strategy office and the consumer insights office at the LEGO Group, driving digital transformation at Salling Group, and working as a digital strategy consultant at Novicell. Now Toke has founded Enterspeed, a software company delivering a high-performance product called “The Headless Hub.”