In his second book, Dangerous Competition, author Richard Telofski analyzed the “traditional” opponent that corporations face in the online world, that is to say, their direct competitors. Dangerous Competition recognized a sea change in the competitive environment, one caused by the commercial Internet. But it’s been almost a decade since that groundbreaking work, and the competitive environment within digital media has undergone even more change since then. The most significant change is that the online world has now become “social.”
Here in his fourth book, Insidious Competition – The Battle for Meaning and the Corporate Image, author Richard Telofski again blazes new ground and discovers a new form of competitor, one that is non-traditional, one that is irregular, one that is atypical, and one that is even more deadly than the head-to-head competitors explored in his previous work. Insidious Competition analyzes the opponents present within social media, those who compete for what your company name means. This new form of competitor diddles the definition and mangles the meaning of your corporate image; and your company, and you, suffer because of this new competitor’s actions. Insidious Competition is a unique, first-of-its-kind work examining a previously unrealized destructive force in the business environment.
Insidious Competition looks at the different classes of this new business threat. Learn about classes of insidious competitors such as the “Reality Benders,” the “Friendlies,” and the “Nasties.” Find out about the types of insidious competitors within these classes. Types such as “Tagging Terrorists,” Mommy Bloggers, NGOs, Activists, Customers, Clients, Employees, Activist Stockholders, Labor Unions, and Culture Jammers.
Discover the characteristics of these new foes, explore the attack approaches that they use, and have a look at the tools they wield; devices like mutant conversation, snarkiness, and others. Learn how these insidious competitors employ principles of propaganda, how crowd behavior supports their attacks and gives them strength, and learn about what Richard Telofski calls the “Five Factors of Insidious Competition” and how those factors empower your new foe.
Yes. This new competitor is like nothing business has ever seen before. They are crafty, resourceful, stealthy, subtle, potentially deadly to your company’s reputation, and seemingly untouchable.
But don’t lose hope.
They are not invincible.
There is something you can do about this new and insidious competitor.
Within Insidious Competition you will find discussions on strategies and tactics that can be applied against each type of insidious competitor, helping you on your way to dealing with this seemingly inexorable force.
Society and the way its communicates has changed, dragging business along for the ride. Don’t get road burn. Use Insidious Competition as a guide to navigating this new 21st century competitive highway.
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To download a FREE excerpt from the book’s Introduction, please click here.
