Positioning Yourself as the Next...

Reading my favorite blogger Seth Godin usually provides me with a lot of satisfaction. If you don't read his blog, do yourself a favor and start.

When I read his post here, I think he hit the nail on the head. Being "the next" isn't nearly as important as being "the other", "the changer" or "the new". How can you differentiate yourself from the top dog and offer something that the others don't or that they can't easily replicate? Differentiation is the key and innovation is what helps make that differentiation happen.

I don't know what's going to happen with the Bing vs. Google battle, but my guess is that is Bing sticks with their current efforts to try to be the next Google, they will fail miserably and waste all of that marketing money that they're throwing at it. If they'd put that $100 million to use to innovate and offer something different than Google, they may have more success...