To win you must smash the competition. This is the basic thinking of most modern businesses. They compete with other brands in their category. They see their activities always in juxtaposition with their competitors. They become obsessed about what the "others" are doing.
I come across these types of businesses all the time. They are looking for the silver marketing bullet which will help them defeat the competition. That will help them grow their market share. That will help them defeat the competition.
Buyers in these markets are often overwhelmed with the amount of competing messaging. Its noisy. Offers can't be differentiated.
But what if there was another way? What if there were a set of tools and way of thinking that could change this way of thinking, bringing true differentiation and helping to make the competition irrelevant.