Marketing Tip: The Importance of "Aspirational" Competitors

Aspirational competitors are those firms you would like to be competing against but you're just not in their league yet. These aspirational competitors may be more sophisticated in the marketing and management of their firm so there is much to be learned from their successes, as well as their mistakes.

Study how they present their services, professionals, and what marketing and business development activities they invest in. If your personal or firm aspirations are fuzzy, focusing on a set of hopefully future competitors is a great way to keep you "directionally" clear.