'I’m Right. You’re Wrong.' Is it ever right to criticize a competitor?
By David Josephs
2024 is an election year in so many parts of the world. Remarkably, close to half the world’s population will be eligible to vote in an election this year. We also know that voter cynicism is reaching worryingly high levels. “They’re all as bad as each other” is a phrase I hear or read frequently. “They’re all so negative, criticizing one another all of the time, rarely offering anything constructive.”
That last point, about negativity, resonates with me. And I think there are lessons for us to consider in the world of commerce, too.
Is it ever right to criticise a competitor? My gut response to this is no. It’s never right. Often criticism of a competitor comes from a place of weakness. If there’s nothing positive to say about your own offering, you are tempted to go on the offensive. If this happens in a media interview, the journalist will most likely be delighted. They will sense an “A criticises B” headline. You might argue it’s a clever way to gain column inches. But sometimes that old adage “there’s no such thing as bad publicity” simply is not true. To me, it implies a lack of corporate self-belief.
As a rule, then, I would suggest it is never appropriate to criticise a competitor on an emotional level.
But I would then turn that around. It is entirely appropriate to explain why your company, and its product or service, is superior to a competitor’s offering. Indeed it is essential. There will be so many stakeholders who need to understand why your company is the best bet, including:
Potential investors
Potential employees
Media, analysts and other influencers
Potential customers
I’d go so far as to say if you cannot explain why your company’s offering is superior, then you are in trouble. Even the very best Public Relations programme will struggle to have a positive impact if real life customers are making negative comments on Google Reviews, for example.
We don’t like it when our politicians resort to negativity. We shouldn’t tolerate it in our corporate communications. Instead, have the courage to showcase your strengths, and what makes you the irresistible choice for your stakeholders. I’d vote for that!