Kevin Maas, New York Yankees
On June 29, 1990 the Yankees brought Kevin Maas up from from their Triple-A farm team, the Columbus Clippers. He was a promising hitter and in that first partial season, boy did he deliver. Handsome and appealing, Maas started hitting them out of the park at a torrid pace. He hit 10 home runs in only 72 at-bats, a big league record. By the end of the season he had 21 homers after playing in just 79 games. Average home runs in the major leagues is only 15, and that’s for an entire season.
Kevin was number two Rookie-of-the-Year that first summer.
But Maas couldn’t keep the pace. His record the next season was 23 homers in 500 at-bats. His record dropped to 11 the next year and continued downhill. Bouncing between the majors and the minors, Kevin continued to play ball for a few years before disappearing from professional baseball.
What happened?
Baseball is a closed system. The same pitchers see a batter more than once. They study the batter and look for his weaknesses. They pitch to those weaknesses and soon the batting strategy that hit balls out of the park no longer works.
The batters that stay in the major leagues change their strategy. They study the pitchers. They look for patterns and holes in the pitching and change their batting accordingly. As Bill Waddell over at Evolving Excellence puts it:
These people are all driven by the basic principles of physics upon which their expertise is built, but their talent is in application of it, tailored to the specific challenges they face.
Batters that don’t change their strategy in response to pitching changes find themselves no longer getting hits. Soon they are out of the lineup, going the way of Kevin Maas.
Just as batters compete with the pitcher for hits, companies compete for customers in their industry. It’s a closed system. Your company might find a way to win customers, but your competitors are studying you. They look at how you hit and they look for your weaknesses. They change their pitching, going directly for your weak spot.
Like the major league hitters, a winning response requires studying your competitors the way they study you. Learn what weakness in you they are pursuing and what weaknesses in them you can exploit. Adjust your strategy. Apply the basic principles and create an original solution, not the one that worked last year or the one that you see others using. It’s your ability to adapt and to be creative in the application of basic principles that creates your competitive advantage.
Imagine you were introduced to someone at a business function. The other person might naturally ask “What do you do?” And if your response intrigued them, it might lead to additional questions like “What’s that like?” “How did you happen to get into that business?” “Do you like it?” and other questions about your company, your industry, and how you do business. 
If you want to make a pie or lasagna or biscuits, you can’t get it done more quickly by skipping a step in the process. All steps are necessary and they mostly have to be done in order. 
Many different types of buyers visit a business website – users of the company’s product, economic buyers, and influencers. But do business websites speak to the needs of their different constituencies? 
