Posted on Jan 2, 2012

Competent vs. Competitive

Are you naturally competitive? Some people truly need to show that they are better than others. They just can’t help themselves.

Organizations are no different.

Consider the following advertising claims:
– “Find a lower price and we’ll beat it!”
– “A better selection than anyone else!”
– “More coverage in more countries than any U.S. carrier!”
– “More flights to more places than anyone else!”

It seems acceptable – at least in America – for companies to market their competitiveness, as if it’s an advantage. Even some non-profits show their competitive spirit, behaving as if the donor pie is limited and they must compete harder to win their share of it.

However, some organizations choose to focus on becoming more competent instead of being more competitive. In essence they are competing with themselves.

Now consider these advertising statements:
– “We try harder.”
– “Striving to serve you better.”
– “Sponsors of tomorrow”
– “Together we’re stronger.”

Do you feel the difference?

Competence Defined

As a value, Competence means properly or sufficiently qualified; capable; efficient. In a business setting, it means you have what it takes to “do” a specific job, to deliver against expectations.

Unfortunately, for many organizations this has become a limiting factor. It seems that once an organization has proven a level of competence – just enough to do the job – the focus shifts to being more competitive. The resources – that are truly limited – are focused on eliminating others in the marketplace instead of improving and enhancing their own competence.

An analogy for this would be a group of people fighting over who can get the most of a small pie, instead of looking to make a bigger pie.

Interestingly, if we look at the etymology of the words competent and competitive, the origins of both words are the same: cum-petere. The common root of these words mean “to seek or strive together.”

Curse of Competence?

Jim Collins writes in his best-selling book Good to Great: Why Some Companies Make the Leap… and Others Don’t: “To go from good to great requires transcending the curse of competence.” Wow. That’s a powerful statement.

Is it then wrong to focus on enhancing your competence?

Many business leaders have taken the view that to be competent means to be average. It’s the acceptance of being ‘sufficiently qualified’ or just ‘good enough.’ As Collins proposes, the acceptance of good is the enemy of great. That’s the curse.

But let’s not lose the power of the meaning and purpose of competence. It is an ever-moving target, and we need to strive together to keep up.

Competence in Marketing

From a marketing perspective, a competent brand fulfills what it’s intended to do, be it an organization, a product, or a service. In other words, competence is when a brand promise is delivered.

A great branding formula to remember is this:
Brand Equity is increased when the brand experience equals the brand promise.

The challenge here lies in the fact many brand experiences fall short of their promises. It is obvious when a promise is more focused on being competitive versus improving competence.

So for marketers who want to increase brand equity, maybe it’s time to stop focusing on being competitive and revisit the value of competence, ensuring that the brand is delivering on what is promised.

That’s a competitive advantage!