On Punching Up

The next time you get pissed off that some competitor is taking swing at you, remember - people only punch UP.

If we should punch up, not down - what is a right cross?

In life, people instinctively punch UP. Never down.

I’m sure you’ve been on a call where sales person for a company either low key or blatantly talks shit about one of their competitors. When this happens, realize that this is more than likely called punching up.

Punching up is a concept of talking shit about the people, products, services, or business lines of your competitors who are seen as superior or threatening in nature.

I’ve been thinking about this for a bit this morning trying to think of an instance to invalidate this thought, but I’ve only been able to think of one distinct case (below)…

If you can think of a valid case people punch down, please comment on this article and lmk!

Rent Free

When you find yourself in a position of being attacked by someone you consider a competitor - remind yourself that you’re living rent free in their head for a valid reason.

While you are busy worrying about your clients and their success (as you should) - they are worried about you.

One of the biggest forms of flattery you can see is a competitor attacking your business. This means they view you as a threat, someone above them.

Art of War

Business is war. I absolutely see things in that lens.

I love fighting battles where my team is focused on the war and their team is focused on my team.

Talk about the ultimate mental edge.

Every moment your competition is talking about you, your products, your team - it’s a moment they are not focused on themselves, their clients, and their value in the market.

Should You Punch Up?

I’ll admit, in the early days of my business - we did. We would attack the status quo businesses in our space because we felt they were missing the mark tremendously.

What I learned over time, is that’s a very immature move - one that will shout how green you are from the hills to your competition.

Business is HARD. It’s WAR. Everyone out there is doing everything that they can to build the absolute best product and service their clients, no matter if you feel differently.

While punching up might resonate with some of your audience, it will never feel right to everyone. It will always feel petty, or odd, or out of place. It will make them question your character from the deepest of levels.

OR - you will attract clients who love drama. No thanks.

Never Punch Down

Even if you cannot resist and feel like you need to take swings at your competition - there’s one thing you should never do. You should never, ever punch down.

Punching down actually sends a message to the market worse than anything - that you see this competitor as someone you are insecure about.

Think of a classic schoolyard bully, who goes around beating up on kids who are smaller than him or her.

While bullies think that they are projecting strength, everyone easily recognizes them for what they are: insecure, immature and emotionally unhinged.

Throwing Punches Is Immature

Those that have achieved a certain level of business maturity and security will quickly realize that punching (in any direction) is problematic, and should be avoided.

Punching up tells the market you recognize that you’re smaller and inferior to your competition. Throwing punches in this case does not bring any actual value to your clients while taking your attention off your business.

And even if you are punching up legitimately - if those blows are perceived as punching down by any segment of the market your business will risk being seen as a bully: insecure, weak and emotionally unstable.

Instead of wasting any energy on throwing punches - focus your team on delivering customer value.

A culture of value creation will win every business war over time.