Competitive analysis – a path to mediocrity?

Mark Busse – No Comments

I recently met a fellow design firm owner in the U.S. with a particularly salty view of competitive analysis. In his firm, if a designer is caught going online to research a client’s competition before a concept has been developed, they are immediately fired!

When he told me this—and trust me, he was dead serious—I was taken aback, but he explained that it is part of the employment contract his designers sign.

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