Path of Least Resistance

By Milos Sugovic 

Competitive differentiation is about survival. Your success depends on how your business is positioned vis-à-vis its competition, and rests on your ability to answer one simple question: “Why are you better?” Most companies struggle with communicating their niche and opt for the easy way out by taking their competitors head on.  

But why do businesses readily forget about the easiest route of all - or as it’s know in physics - the path of least resistance? What’s interesting about the path of least resistance is that it describes why an object or entity takes a given path, usually a motion forward through a system, as a result of resistance levels in its environment. As a metaphor for personal effort, it implies least confrontation - a person taking the path of least resistance avoids conflict in order to survive.  

Yet when we extend the concept to the competitive market, the logical conclusion seems paradoxical. To gain (or take away) market share a company needs to avoid confrontation? What about all those Apple v PC ads? Those seem pretty confrontational to me.

Of course, if you’re a giant you have the time and money to wrestle it out. But let’s not forget that Apple, the company everyone wants to be like but nobody can successfully replicate, pursued the path of least resistance before is took PC’s head on. What they uncovered was the “white space” in the market – or in their case the colorful space – and targeted the non-computer geeks. And it worked.  

So what does this mean for a communications strategy? The public relations space is no different; it’s cluttered with competitive messaging. Instead of treating it like a zero-sum game and looking to displace your competition with mainstream messages, take the time to figure out what your strengths are and how to differentiate and re-position your communications efforts. To get there, figure out what “white space” areas of opportunity exist, and the path of least resistance will naturally precipitate. Who says physics and PR have nothing in common?

Comments

[laurent]

Milos
This may be my 2nd similar comment. I tried to leave one but it didn't appear so trying againg now

What you wrote makes perfect sense. It's very aligned with the "blue ocean" strategy. But the trick is to be different and to be relevant...i.e: that your product/services addresses a real pain in your target market. If you have the pain killer, you win easily and big time because your market will pay a hefty price for that pain to go away.
Laurent