"あなたが競合に焦点を当てている場合、競合他社が何かをするのを待たなければなりません。顧客に焦点を当てることで、より先駆的になることができます。"

Focusing on what your competitors are doing means you’re always reacting. You wait for them to make a move, then you follow. But if you’re tuned into your customers, you’re in a position to lead the way. You can innovate based on their needs and desires, not just what the other guys are up to.

In the late 90s, Jeff Bezos, the founder of Amazon, made this point clear. The internet was still pretty young, and Amazon was just starting to branch out from books to other products. Competitors were popping up left and right, trying to get a piece of the online retail pie. But Bezos wasn’t sweating it. Instead of looking over his shoulder at what others were doing, he kept his eyes on the customer. This approach allowed Amazon to become the giant it is today. It’s all about innovation driven by customer needs rather than competitor actions.

Think about the last time you were on Amazon. Ever notice how it seems to know what you want? That’s not magic; it’s the result of a customer-focused strategy. When other companies were busy copying each other’s websites, Amazon was developing personalized recommendations, introducing Kindle, and launching Prime. They anticipated what customers might want next and led the way.

So, how can you apply this in your own life? Imagine you run a small coffee shop. You could spend your time checking out what every other café in town is doing—new drinks, decor changes, marketing tactics. Or, you could chat with your regulars, notice what they order most, ask what they’d love to see on the menu, and experiment with their feedback.

Here’s a real-life example: I know a guy named Mike who runs a local bike shop. Instead of just selling bikes like the dozen other shops in town, he started offering custom fitting services. Why? Because he listened to his customers. They were fed up with buying expensive bikes that didn’t quite fit right. Mike didn’t wait for a competitor to start offering better fittings. He led the way, and now, he’s got a loyal customer base that wouldn’t dream of going anywhere else.

For practical advice, start small. If you’re in business, set aside some time each week to talk directly with your customers. Surveys work, but real conversations are gold. If you’re not in business, the principle still applies. Focus on the people around you—friends, family, colleagues. What do they need? How can you help? Being customer-focused isn’t just good business; it’s a good way to live.

Imagine you’re at a coffee shop with a friend who just started their own bakery. They’re stressed, trying to keep up with what every other bakery is doing. You tell them this story about Amazon, about Mike and his bike shop. They see the light. Instead of obsessing over competitors, they start talking to their customers. Soon, they’re offering gluten-free options because that’s what people wanted. Their bakery becomes the go-to spot for gluten-free treats. They’re not just surviving; they’re thriving. All because they focused on the customer.

So next time you’re tempted to look over at what the competition’s up to, remember: innovation starts with the people you serve. Listen to them. Anticipate their needs. Be the pioneer, not the follower.