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Element 11. Ambush Exposure > Score Elevation Tactics

Score Elevation Tactics

There are a number of ways to avoid an ambush. The best way, of course, is to create a product whose uniquenesses are plentiful and sustainable to preempt those who might consider competing with you. Another tactic is to examine the management practices of the potential ambusher. Gauge their cunning in market circumstances such as this. How sleepy are they? How pernicious? Make your case and proceed, or not. You may prefer to remain hidden until a certain critical mass in the market has been achieved or assured. You may also consider instituting a blocking maneuver of some form (such as with a critical resource vendor or distributor) that would prevent competitors from moving against you.

Another ploy is raw deception—there is no law that says you cannot engage in a market feint. Do not divulge your true intentions until the market is solidly behind you. You might also manipulate the timing. If they have an event or product roll-out, time your announcement to coincide roughly with theirs—steal their thunder. Finally, you might establish a relationship with a friendly partnering prospect who would overwhelm an ambush—just be prepared to move quickly to close the deal if the ambush materializes, possibly through the use of some form of option contract that will allow you to do something if you need an option or alternative, such as when an ambush pops up.


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