The Budweiser Factor
It is said, "Budweiser is the second favourite beer in the world." I don't know if this is true, and I can't confirm. Also, I don't drink beer, so I don't have much data about beer to attest to this assertion.
So, for the sake of this article, let's assume it's true so that we can continue talking.
Why is Budweiser beer so successful?
The answer lies in the statement above. While every other beer is striving to be number one, Budweiser says,
"We just want to be the alternative... if you can't find what you want to drink, or you are just tired of it, get Budweiser."
So whatever people choose to drink as the first option, all of them will choose Budweiser as the second option, giving it a larger market share than the first option.
I know a local musician who we don't even talk about as being the best. However, they are booked about three times every week, for not less than 10pin net on each booking. That's a cool 30pin.
Do you know why they are booked like that?
Because, when event organisers can't get anybody the so called best, they say, "let's just get this one" They are the best alternative.
Sometimes in strategy, study the best, then ask yourself, "How can I make a good alternative to them?"
When I was still in Livingstone, I was surely not the best Emcee for functions. We had Pastor Buster and Pastor Michael. These two were the best. But you know what, I made myself the best alternative, and was booked almost every weekend.
I was actually happy when these two got booked because I knew, any other job that will come at the same time, will be mine.
Getting to the top is possible, but not easy. You can strategically aim for the second or third position, as the best alternative, and like Pepsi in the presence of Coca-cola, you too can pull a large market share.
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