TIPS ON SQUASHING THE COMPETITION: MADONNA

IT'S A TOUGH WORLD OUT THERE, AND THE COMPETITION IS FIERCE. HERE'S HOW SOME OF THE WORLD'S GREATEST LEADERS HAVE EMBRACED THE CHALLENGE, AND ONE-UPPED THE OTHER GUY.

At a fourth of July barbecue, New York Times reporter, William J. Broad marveled at his hosts’ ability to keep mosquitoes at bay with an unlikely weapon--an electric fan.

Curious as to how his hosts had come up with the idea, in a story for the New York Times, the reporter traces the dissemination of the information all the way back to its originator, a Philadelphia businessman, who told him, “The solution came from trying to think like a bug, and realizing ‘I don’t like flying into a 15 mph wind.’” Since mosquitoes are weak flyers that clock in at a pokey 1 to 1.5 mph, the blow-‘em-away theory works.

Fight Club:
How Enemies Power Innovation

This think-like-a-bug philosophy reminded us of the adage, “Know your enemy.” We’ve all heard the maxim, “Know your customer,” but that will only get you so far if part of your mission is to dominate or defeat a condition, say, Barbecue Host vs. Mosquitos or Big Pharma vs. the Big C. Or if your mission, in large part, involves dominating or defeating a rival as in Coke vs. Pepsi or Instagram vs. Vine. Sometimes for you to win your rival has to lose. So in a world of fierce competition, why do recent studies suggest that business managers who think-like-their-enemies are in the minority?

There are a few obvious ways to gather intel on those you are trying to best: Become a customer by buying your competitor’s products, talk to their customers about their likes and dislikes, check out their social media sites, set up Google alerts, even buy some stock from your rival so you can get financial information. But here are some more creative tips you can take from successful people who understand that a large measure of success depends on beating out the competition.

MADONNA

Keep your friends close and your enemies closer.

A once-cutting edge business that has been around for years could learn a lesson from Madonna, whose first single was released over three decades ago. While most aging artists (and businesses) become uncool nostalgia acts or go quietly into the night, Madonna still commands the public’s attention. Her secret to staying relevant? Instead of viewing younger artists as competition she associates herself with them and appropriates their art. When Madonna headlined the 2012 Super Bowl Halftime Show (that she reportedly beat out Lady Gaga for), it was no accident that a posse of up-and-coming artists--LMFAO, Nicki Minaj, M.I.A., and Cee Lo Green--surrounded the 53-year-old superstar like planets orbiting the sun. This keeping-up-with-the-kids protocol has been a Madonna staple since she first began to recycle personae: She incorporated vogue-ing from the Harlem ballroom scene for her song “Vogue,” (1990) suggestively kissed Britney Spears and Christina Aguilera (2003), copped krumping for her video of “Hung Up,” (2005) and purloined cheerleader chic from Nicola Robert’s “Beat of My Drum” for “Give Me All Your Luvin’” (2012). The list goes on. And how did that Super Bowl gig work out? Two days after the show, Madonna announced the MDNA Tour, (allegedly to beat out Gaga’s announcement of her competing tour). MDNA was the highest grossing tour of 2012--taking in over $305 million. And Gaga’s tour? Eighteen dates into her Born This Way Tour, the 25-year-old injured herself and had to call off the rest of her shows.