"Competitive strategy is about being different. It means deliberately choosing a different set of activities to deliver a unique mix of value."

Competitive strategy is all about standing out from the crowd. It's not just about doing the same thing a little better than everyone else. It's about doing something different—something unique—that sets you apart. Think of it as choosing to play a different game altogether rather than merely playing the same game with more skill.

Historically, the idea comes from the business world and was popularized by Michael Porter, a well-known professor at Harvard Business School. He brought this up because, back in the 1980s, many companies were stuck in a rut, trying to outdo each other on the same terms—like price or quality—without considering any other angles. Porter argued that companies needed to carve out their own paths, find their niches, and offer something distinct to their customers.

Imagine you're running a coffee shop in a city where there are already dozens of them. If you try to compete just on the quality of the coffee or the price, you're in for a tough ride. Everyone's trying the same thing. But what if you decide to do things differently? Say, you create a cozy, book-themed café where each corner is filled with shelves of books that customers can read while enjoying their coffee. Maybe you host weekly book readings or literary discussions. Suddenly, you’re not just another coffee shop—you’re a haven for book lovers who also happen to enjoy a great cup of coffee. You’ve chosen a different set of activities that deliver a unique mix of value to a specific group of people.

So, how can you apply this idea in your own life or business? Start by asking yourself what makes you—or your business—unique. What can you offer that others can’t, or don’t? Dive into what your customers really want, but maybe they don’t even know it yet. Then, don’t be afraid to go all in on that unique offering. It might feel risky because it’s different from what everyone else is doing, but that’s exactly the point.

Let's say you're a personal trainer in a crowded market. Most trainers might focus on general fitness or weight loss. But what if you have a passion for outdoor adventure? Combine that with your training—create programs that prepare people for hiking, climbing, or other outdoor activities. You’re not just a personal trainer anymore; you’re an adventure fitness coach. You’ll attract a specific group of people who are looking for exactly what you specialize in. It's all about that unique mix of value.

Picture this: Jane, an avid baker, was tired of seeing the same old cupcakes and cookies at every bake sale. She decided to mix things up by creating desserts inspired by her travels around the world—a Moroccan spiced cake here, a matcha green tea cookie there. People started to take notice, and soon, she had customers eagerly awaiting her next exotic creation. Jane didn’t just bake delicious treats; she offered an experience, a taste of the world, one dessert at a time. She chose a different path and created a unique value that set her apart.

In the end, it's all about daring to be different and embracing what makes you special. So, don’t just blend in with the crowd. Find your unique angle, and let that be your competitive strategy. It’s not about being better; it’s about being different in a way that truly matters to the people you want to reach.