And Denny was right. People in direct marketing are always checking out the competition for better ideas which they then use with their own clients.
I was reminded of that today when I went onto a competitor’s website only to find that they had reworked their site to look much like our own https://negevdirect.com/. And not just the layout, but many of the proprietary innovative features that we had developed.
But I wasn’t mad. In fact I was happy. It confirmed my belief that we have developed a company culture of innovators rather than imitators.
Innovators keep driving themselves (and the market) to do more, be more efficient, and generate more money for their list owners.
Imitators just try to keep up.
By the time an imitator has taken a concept from an innovator, the innovator has already moved on.
Are you an innovator? Are your vendors innovators?
These are two questions worth asking.
David