When you’re too focused on what your competitors are doing so you can counter their actions, it means that you’re not on the right path. Being in a reactive mode does not allow you to develop good strategies. In addition, following the crowd or imitating others is, in my opinion, the worst way to operate. It brings a lot of stress and does not give good results in the short or long term. Sooner or later, your company will be at a crossroads and will have to make a decision. What will you do? Continue to be in defensive mode or create a language that will make you special and attractive? I believe that being attentive to consumers can help you target their needs and at the same time, innovate rather than follow your competitors so closely. Why not develop your own unique language? This achievement will not only set you apart, but also position you as the leader you have become. Being the master of your own terrain is safer and often more profitable.

When I meet a client in this situation, I quote this famous line that expresses my opinion on the matter:

“The definition of insanity is doing the same thing over and over and expecting different results.”

-       Benjamin Franklin