In a recent LinkedIn post, Jason Feifer discusses the strategic brilliance of acknowledging and honoring competitors, using a memorable example from the automotive industry. Feifer highlights how a clever advertising campaign by BMW, aimed at a retiring Mercedes-Benz CEO, turned a traditional rivalry into a moment of consumer engagement and goodwill.
The Power of Sportsmanship in Business Rivalries
Feifer begins by recounting the retirement of Dieter Zetsche, the former CEO of Mercedes-Benz, a longtime rival of BMW. Instead of ignoring the event, BMW seized an opportunity to create a unique advertisement. As Feifer describes:
“BMW hired a Zetsche lookalike, and filmed this ad showing ‘Zetsche’ on his last day at Mercedes… then going home, and secretly speeding off in a BMW i8 roadster.”
This approach, Feifer argues, is far more effective than direct confrontation. He draws a parallel to consumer behavior, noting that while people appreciate competition, they often recoil from outright aggression.
From Competition to Camaraderie
The core of Feifer’s analysis lies in the distinction between bitter and good-natured rivalries. He explains that while intense competition can feel personal and alienating, a more respectful approach can be inviting. Feifer elaborates on this point:
“It’s why we love sports, but especially love sportsmanship — seeing competitors respect each other, help each other off the floor, or hug when it’s all over.”
According to Feifer, this principle extends beyond the playing field into the business world. By choosing to honor their competitor rather than mock them, BMW achieved a significant win. The ad concluded with a message of respect, stating it was thanking Zetsche “for so many years of inspiring competition.” This sentiment, Feifer points out, was key to the ad’s viral success.
The Strategic Advantage of Appreciation
Feifer suggests that this strategy of appreciation offers a distinct advantage. Instead of fostering animosity, it builds rapport and admiration. He posits:
“Don’t hate your competition. Thank them. They make you better every day.”
In Feifer’s view, this is not just a matter of public relations but a fundamental insight into how to build stronger brands and customer loyalty. By demonstrating respect for rivals, a company can position itself as confident, mature, and ultimately, more likable. This approach, he concludes, leads to “small improvements, huge results,” a philosophy he shares in his own newsletter.
📝 About This Content
This article is based on insights shared by Jason Feifer on LinkedIn.
📅 Originally posted on January 21, 2026 | View original post on LinkedIn →