When your rival is no longer your competition: adapt or lose the public's attention
@jcomp
“ Our competitor isn’t Real Madrid, it’s Netflix. ”
With this statement, Carsten Cramer, CEO of Borussia Dortmund, not only redefined the competitive landscape of European football. He also sounded an alarm that resonates far beyond the stadiums: organizations, whether sports, cultural, religious, or commercial, no longer compete solely with their peers. They compete with everything that occupies people's time, attention, and desire.
For decades, the classic narrative of football was built around sporting rivalry. Thrashing Bayern, overcoming Real Madrid, achieving European glory. But in today's hyperconnected world, where screens never stop and entertainment is instantaneous, that rivalry takes on a different form. The real competition isn't always on the pitch: it's on the couch, on the phone, c level contact list in the algorithm.
Cramer's quote is more than an anecdote. It's a mirror for any brand that aspires to remain relevant. Because if even soccer—a global phenomenon with decades of guaranteed emotional loyalty—needs to reinvent itself to connect with new generations, what shouldn't an organization that wants to stand out in this new ecosystem be doing?
The context has changed
For a long time, success in any sector seemed to follow a clear logic: being the best in your field. In soccer, it's winning matches and lifting trophies. In the business world, it's standing out from the competition. And in the world of faith, it's upholding traditions, bringing people together, and delivering an impactful message.
But that has changed. Today, the battle is being fought on a much more unpredictable terrain: user attention .
The digital economy has blurred the boundaries between industries. A teenager can decide between watching a Champions League match or spending two hours on Twitch watching their favorite streamer . A person can ignore a new product on social media because they're caught up in a Netflix series. A customer can postpone their purchase decision because a TikTok notification piqued their interest. You're no longer competing just with other brands in your industry: you're competing with everything that entertains, informs, or excites .
The real trophy now isn't just conversion, clicks, or loyalty. It's sustained attention , genuine interest, and emotional connection. And that kind of connection can't be achieved with traditional campaigns or narratives that no longer impress. We need to understand that the rules of the game have changed and that the players are no longer the same as always.