THE BOX MODEL

Someone from a communications department at a major university once told me their president won’t let them do anything unless Harvard has done it first.

I suppose there are 2 approaches to positioning your school:

1. Follow the Leader

   When I worked at Burger King, my manager told me a great story, which I believe is true.  She said:

   McDonald’s spends millions each year scouting new store locations.  They analyze traffic patterns, plot economic indicators, make social projections, etc.  Finally, when everything lines up, they build a restaurant.

   Burger King takes a different approach.  They find a McDonald’s and build their restaurant across the street.

   Laugh all you want.  Burger King is still #2.

2. Change the Rules

   Congress was thinking about increasing vehicle emission standards.  So auto manufacturers (including Ford) banded together to lobby against fuel efficiency legislation.

   Even as Ford lost market share (and billions on Explorers), they joined their brothers to lobby against change.

   Instead, if they had pushed for increased standards, they could have capitalized on their one advantage: fuel-efficient compact cars.

   If you’re losing the game, change the rules.  Ford could have been #1.  Now they’re far from it.

Playing catch-up doesn’t work.  You will never out-Harvard Harvard.