It may seem strange to talk about your competition, but it sometimes takes an expert to appreciate another one. Take for example the case of Vincent van Gogh and Paul Gauguin. The two artists actually lived together for nine weeks in Arles, France. In that frantic period, Van Gogh produced 36 canvases while Gauguin created 21. There was an “odd-couple” nature to their relationship that included not only competition and shock at each other’s habits, but mutual respect as well. Gauguin would later write:“Everywhere and in everything I found a disorder that shocked me. In spite of all this disorder, this mess, something shone out of his canvases and out of his talk, too.”
We frequently look at the competition as a threat to our own success, a zero-sum game where a customer gained is only at the expense of a customer lost by another. However, when you slip on the shoes of the consumer, you realize that zealous culture wars are only really suited for Politics and Coke vs. Pepsi, not Insurance, Hair Salons, and Home Improvement. Real estate deals have both a buyer and seller and it is in the consumer’s best interest to have a Realtor™ on each side. Regardless of our loyalties, we eat at a wide multitude of restaurants. So many in fact, that customers are more appreciative of an earnest recommendation than fanatical hoarding. The Win/Lose scenario is rarely as clear cut as we think it is as a business owner.
In the first part of the 20th century, Henri Matisse and Pablo Picasso were both working to create a new future for art. Where Matisse reveled in vibrant colors, expressive use of form, and serene compositions, Picasso is renowned for his innovative approach to form and perspective and his profound influence on the course of modern art. Yet, the artists found an unusual friendship as they visited the same Paris art salons, attended each other’s exhibits, and obsessed over each other’s work. Matisse once said, “Only one person has the right to criticize me. It’s Picasso.” To which Picasso quoted, “All things considered, there is only Matisse.”
The world has changed much since the time of these masters, but the concept of respect among competitors is as timeless as their paintings. Local business owners have a great vehicle for doing just that through social media. It is so easy for a business to turn their social account into a me, me, me story. But sharing with your customers who you think is great in your line of work demonstrates not only a connection to the community, but it also reflects the confidence that you have in your own work. All it takes is a short post:
If you are in the mood for [product] make your way over to [name] a hidden gem (other options: cornerstone, new business) in our neighborhood that's worth a visit: [name (be sure to tag them)]!
Located just a stone's throw away at [address], [name] has become one of my favorite spots to unwind and dine (other options: enjoy a ___, grab a____) . I highly recommend the _____ .
[share a little more about the place like their story, amazing online reviews or an experience you had there. You can look at their website for any unique information to use or check google, yelp and Facebook for their review rating to report on if positive)
Supporting our local businesses is essential!
So go ahead and promote a competitor. Promote 2 or even more! If the great master painters aren’t your cup of tea, you can also learn from the 1994 Miracle on 34th Street:
Woman: If you don’t got it or it’s too expensive here, he’s sending people to where they can get it and at the right price.
Manager: You’re serious?
Woman: Absolutely. You tell your Santa Claus that he made a Cole’s shopper out of me. I’m coming here for everything but toilet paper and bananas.
