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Element 6. Bad Competition > Practical Experience—This Deserves the Maximum wei...

Practical Experience—This Deserves the Maximum weight of 3

Unless you have a significant advantage that you can deliver (for example, if you own a cost structure about 10% of those of the bad competitor), you need to pause just now to reconfirm the wisdom of what you are doing. If there is direct head-to-head competition in the market, it could be smart for you to back off and change your idea slightly to find the open path to success. The Military Network was an attempt to relaunch the bankrupt Military Channel. Aside from the taboos in airing a channel devoted to the military[2] and the yawning problems associated with raising the money (roughly $100 million for starters), nothing prepared us for the competition waiting for us after 9/11. Suddenly, six major networks were carrying our material and serving our customers with distribution assured to all 80 million homes in America. Despite the fact that we would still be the only channel devoted to the military, we suddenly had no chance of success. In the end, if bad competition exists, back away from the opportunity (remember, it is still just an idea) and do something else with your idea. Make the changes necessary to succeed.

[2] Investors and advertisers often eschew channels that aggrandize the use of a war machine to solve diplomatic problems. They are basically pacifists, even though your shows might frequently be found on their home televisions.


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