We’ve all felt that flicker of discomfort. You’re scrolling through LinkedIn and suddenly — there it is. A glowing announcement, a trophy photo, a competitor proudly holding up their latest business award win.
Your stomach drops.
The first instinct might be to dismiss it (“Good for them, I suppose…”), or panic (“Why weren’t we even in the running?”), or quietly question your own progress. These reactions are natural — but they’re not the end of the story.
At Green Door Co, we see moments like these not as setbacks, but as strategic signals. Your competitor’s win isn’t a closed door, it’s an open invitation to assess, recalibrate and elevate. In this article, we’ll walk you through a calm, clear-eyed approach to turning their win into your opportunity.
Step One: Don’t panic — Analyse
Before you rush to enter the same award or overhaul your marketing, take a beat.
Recognise the achievement
First, acknowledge it. Competitors winning awards doesn’t mean you’re falling behind. It might just mean they’ve told their story — and submitted it — at the right time and in the right way.
Resist the urge to downplay their achievement. Dismissing it misses the opportunity to learn something valuable.
Understand the award
Ask yourself a few key questions:
- What type of award is it? (Local, national, industry-specific, business-wide?) A good place to start is our roundup of The Top Business Awards You Can Enter in 2025, which helps illustrate the differences in scope and prestige.
- What category did they win in? That tells you what they’re being recognised for: innovation, service, sustainability, leadership?
- Who’s behind the award? Understanding the judging body gives insight into what values and outcomes they prioritise.
Dig Deeper into Their Win
What were they recognised for — and why now? Look for clues in their announcement, media coverage or website. Are they highlighting a specific project, a milestone, or a company-wide evolution?
You’re not looking to copy them, you’re looking to understand what the judges valued and how well it was communicated.
Step Two: Reflect Honestly
Now it’s your turn. This is where things get interesting.
Ask yourself:
- Are we doing similar or even stronger work, but not entering or promoting it?
- Have we neglected to tell our story well?
- Are we focusing on the right kinds of awards, or any at all?
- Does this highlight a gap or a missed opportunity?
This kind of reflection isn’t just about awards. It’s a diagnostic tool for your positioning, communication, and momentum.
Not sure where you stand? Read our guide: Am I ready to enter awards? — it’ll walk you through what readiness really looks like and how to spot the gaps.
Step Three: Build a strategic response
So, what now?
A. Refine your award strategy
- If you’re not entering awards, now is the time to start!
- If you’re already submitting to awards, great, but use this moment to reassess.
- Can you sharpen your submission strategy?
- Are you clearly differentiating yourself?
- Could your story or supporting evidence be stronger?
If you haven’t entered awards yet, don’t just chase the one your competitor won. Choose awards that align with your values, strengths and current trajectory. Here’s how to find the right fit.
Explore:
- Niche awards that reflect your true area of excellence
- Different categories where your business shines (e.g. if they won for tech, could you win for customer experience?)
B. Strengthen the business itself
Sometimes the honest answer is: we’re not there yet. That’s fine. Use this as a healthy challenge — not a comparison contest.
Consider:
- Bolstering the area they were recognised for
- Focusing on your unique strength instead
- Setting award goals for the next 6–12 months
Award recognition is the result of consistent, focused effort, not overnight success.
C. Document everything
Award-winning businesses have one thing in common: they keep records.
Start capturing:
- Milestones and metrics
- Testimonials and case studies
- Project snapshots and impact data
Don’t wait for a submission deadline. Build a habit of documenting outcomes now. This guide breaks down what to track and how to use it.
Green Door Co: Turning insight into advantage
This is exactly where we come in. At Green Door Co, we help businesses:
- Analyse competitive wins to uncover blind spots and opportunities
- Develop tailored award strategies that play to your unique strengths
- Craft compelling submissions with real clarity, evidence and story
- Shift from reaction to results — strategically, not emotionally
Whether your business is on the verge of visibility, or you’re unsure how to take that next step, we’ll help you navigate it with confidence.
Ready to turn your competitor’s win into your own success?
Book a free discovery meeting with us today and start building your award-winning strategy.
Final thoughts:
Your competitor’s win isn’t the end of the conversation — it’s the beginning of yours. Let it prompt the kind of reflection that leads to genuine, sustainable progress.
Because the businesses that win awards aren’t just doing great work — they’re telling the story of that work, strategically.
