When the market changes.
WHAT HAPPENS
A competitor launches something Someone undercuts your price A large company enters your market
WHAT NOT TO DO
React immediately.
WHY
Most announcements matter less than they appear, and reacting abandons your own direction.
WHAT TO DO FIRST
Establish whether customers care.
HOW
Ask them.
WHAT TO ASSESS
Whether it addresses a need you were ignoring Whether your customers are asking about it Whether it changes why people choose you
WHAT TO DO ABOUT PRICE UNDERCUTTING
Usually nothing.
WHY
Competing on price attracts customers who leave for the next cheaper option.
WHAT TO DO INSTEAD
Make the value clearer.
WHAT TO DO IF A LARGE COMPANY ENTERS
Recognise that they will serve the broad middle poorly.
WHAT THAT LEAVES
Specific audiences with specific needs, served well.
WHAT TO AVOID
Copying their roadmap Abandoning your position to match theirs
WHAT TO MONITOR
Why you win and lose deals, recorded consistently.
WHAT THAT REVEALS
Whether anything actually changed.
WHAT TO COMMUNICATE INTERNALLY
Calm, and the reasoning.
