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Olympic Competition

by Randall Craig on August 3, 2012

Filed in: Blog, Communication, Make It Happen Tipsheet

Tagged as: , ,

Thank you for reading. In the competition for your time, the Randall Craig Tipsheet vs. Olympic Anything is not exactly a fair fight. So thank you for giving the Tipsheet a “Gold” – at least for the 60 seconds or so to read it.

Here is today’s question: how can your ideas compete against a much bigger, more relevant, and better funded competitor?  How can you fight against Goliath, and win?

The answer is surprisingly simple: you can’t. Yes, it may be true that by sheer chance, your idea captures the imagination of readers on Facebook, LinkedIn, and Twitter. But who wants to win by chance? Winning by choice is much more satisfying. To do this, you need to follow only one key strategy: Since you can’t beat them, join them.

Here are two ways how:

  1. Concept-hooking: Can you change the angle of your message so it is relevant to the subject of the day? If so, it will be picked up, and more importantly, it will be read. A related idea is Link-baiting, where irrelevant keywords are added to a post to improve the chances of being ranked by Google.  Concept-hooking is good, Link-baiting not so much.
  2. Hash Tag-along: There are millions of conversations happening on Twitter, many of which use a hashtag (#ProSpeakingTV is an example). If your topic is relevant, add to the conversation by “borrowing” the use of the hashtag and embedding it in your post. If people value what you say, they will respond. If they really value what you say, they will follow you.

This week’s action plan: The concept of flowing with the momentum instead of fighting against it is very similar to the Olympic sport of Judo. This week, try to use either Concept-hooking, or Hash Tag-along, to get your message out.

Bonus Tip: Concept-hooking works in the real world as well.  Growing someone else’s idea by adding your own is far more likely to generate buy-in, than competing against it.

Note: The Make It Happen Tipsheet is also available by email. Go to to register.

Randall Craig

@RandallCraig (follow me)
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Randall has been advising on Web and Social Strategy since 1994 when he put the Toronto Star online, the Globe and Mail's GlobeInvestor/Globefund, several financial institutions, and about 100+ other major organizations. He is the author of seven books, including the recently released "Everything Guide to Starting an Online Business", and speaks across North America on Social Media and Web Strategy. More at and

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