What are you fighting for?

What are you fighting against?

You may not be much of a fighter, but customers and potential customers like a company that goes to bat for them.

Challenging the status quo is not just for companies that see themselves as challenger brands, one with a specific personality. You're a challenger brand if you're not among your category's top one or two. And that's a position of power, a chance to make a difference and rise up through the ranks.

Doing the same things as the big girls and boys will nearly always result in you coming in second, third, or seventh best.

Back in 2010, I had the privilege of working with 2degrees during its first three years, during which it went from zero to over a million customers.

They were (and still are) fighting for fairness.

The big two charged customers more for everything. They stole the unused minutes and data their customers had paid for and charged more if they went to Aussie.

Making things fairer gave 2dgrees something to fight for on behalf of all New Zealanders. 

It also gave them something to fight against. The big evil thieving competition. 

It also shaped product innovations like Carryover Minutes, Carryover Data, Shared Minutes, Shared Data, and Roaming like you're at home.

To get out of your category's same sameness, talking about features and deals, dive deep into the emotional waters of fighting for your customers and the customers you want, giving yourself a rallying cry for your entire organisation and something that will set you apart from your competition.

When it comes to your customers and your competition, what are you fighting for?

What are you fighting against?

Go forth and fight the good fight.

Put your stake in the ground, mark your territory, and defend the hell out of it.

Now, you will have a position on which to go on the offensive.

While you're at it, take another leaf out of 2degrees' playbook and create distinctive, entertaining, humorous, and emotional ads to get you and your good fight noticed.