In his book, Sur/petition Dr Edward de Bono discusses how competition will no longer be enough in the future and why there will be a need to shift to sur/petition. The word competition means ‘seeking together.’ This means accepting that you are running in the same race as your competitors. Your behaviour is quite largely determined by the behaviour of the competitors. Sur/petition means “seeking above” or creating your own race. It means creating new “value monopolies.”
An example of sur/petition I’ve watch grow and develop is the establishment and growth of an Adelaide-based business called WOMANLY. On the surface it may seem that WOMANLY is just another retailer competing against other retailers, albeit working in the niche market of women’s designer clothing sizes sixteen to twenty two.
But WOMANLY has developed its own unique way of working. There is no shop front. It is open seven days a week including evenings but by appointment only. Clients get one-on-one attention which includes elements of image consulting at no additional cost. Busy clients have the option of having an edited selection of potential garments delivered to their home or work. WOMANLY also promotes the products and services of other businesses of value to its clients. A recent in-house event showcased the new works of a local artist along with wines from a boutique winery and jewellery for sale directly from the designer.
WOMANLY’s founder Andrea Higgs says “I see WOMANLY not only as a seller of clothing, but as a hub for vibrant grown-up women who are interested in a wide variety of activities. WOMANLY adds value through bringing these women together.”
Andrea is also an accredited de Bono trainer and she applies the thinking tools to her own business as well as continuing to teach others. “The tools have allowed me to think the impossible and to create a business model which doesn’t rely on competing with others.” www.womanly.com.au
To read more about sur/petition send an e-mail to mail@debono.org with sur/petition in the subject line. To learn how to apply sur/petition in your own business send an e-mail to mail@debono.org with FUEL in the subject line.
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