The perception game

The way we think of ourselves is not always the way others see us. There's nothing revolutionary about that idea -- it's common sense. What's interesting to me is the way it plays out in business.

Not long ago, I was trying to help a client company try to figure out how to compete more effectively with its biggest opponent in the market. My client is coming from behind, and as the No. 2 in the market, they have their eyes set on the top spot and the reputation and market share that comes with it.

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