Competitors as influencers

There's a fascinating article by management guru Tom Peters on the role of competitiors in your marketing strategy - read the post here.

Peters notes that talking up your competitors helps grow the market. I also think that it enhances your credibility, by demonstrating your knowledge of the market. Ignoring or, worse, bad-mouthing the competition conveys your fear of the opposition.

Of course, competitors are influencers in your market. They talk to your prospects, influence their opinions, and shape the mindset of decision makers. Do you know what your competitiors are saying about you?