Marketing has the same basic premise as football, judo, and hacking: find the opening and exploit it. In terms of your competition, the opening is known in marketing as the “white space”: the area of the canvas without any color. How does one identify the white space? With a simple exercise called, appropriately enough, a white space analysis. Image Source: Author White Space Analysis: Avoiding The Commoditization Trap There’s a peculiar phenomenon in the industry: the fast follow. Company A makes a bazillion dollars with Game X. Company B wants some of that hot action, and uses Game X as a blue print for its own Game Y. Game Y hits the market and, oddly enough, does not replicate the success of Game X. Why? Because gamers already have Game X, and they’re not stupid. They see what Company Y is doing, and they’re not falling for it. The fast … Continue reading White Space Analysis: Avoiding The Commoditization Trap