Because of its leadership position, the defender owns a strong point in the mind of the prospect. The best way to improve your position is by constantly attacking it. In other words, you strengthen your position by introducing new products or services that obsolete your existing ones.

IBM is a master of the game. Every so often, IBM introduces a new line of mainframe computers with significant price/performance advantages over existing products.

Competition continually struggles trying to catch up. A moving target is harder to hit than a stationary one.

Gillette is another example. Gillette owned the wet-shaving market with a product called the Blue Blade and subsequently the Super Blue Blade.

The company was stunned when rival Wilkinson Sword beat it to the market in the early sixties with the stainless blade. Then in 1970 Wilkinson Sword followed with the bonded blade, a metal blade fused to plastic at the