In your professional field, who is the best at what they do? Chances are, you didn’t name yourself. This is not surprising – between personal modesty, and our competitive instinct to look over our shoulders, we will usually make the comparison to others.

Management experts will tell you that a focus on comparing with others is wrong; that the correct approach is to focus on the customer:  if you meet their needs, then all will be well.

This is correct, but there is a powerful benefit to also comparing yourself to your competitors: you gain insights into the market from a completely different perspective. You can examine their service approach – and possibly glean some insights that will make you even better.  (Of course, you shouldn’t ever assume that their approach is the best one – or even appropriate for your context.)

In fact, the quest to be the best can only happen when you incorporate the best ideas – no matter the source.  This practice is called Benchmarking. It is useful in strategy, in marketing, online as well as in the real world, and even on a personal level.  Disregarding (or ignoring) great ideas just because they come from competitors, junior members of the team, or from the web is silly.

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