What’s the secret to competing against an industry giant?
My suggestion: turn your weaknesses into strengths. It sounds counter-intuitive but it’s the way to outflank rivals.
A great example was Avis Rent a Car (aka David) which was competing against Hertz (aka Goliath) in the 1960s.
Avis’ advertising agency created a campaign: “When you’re only No. 2, you try harder”. The campaign was a smash-hit and the market share distance between the two brands quickly shrank.
If you’re a small company, there are many competitive obstacles. With some creativity, however, they can be leveraged and turned into assets rather than liabilities.
A B2B SaaS company, for example, has the flexibility to break the rules and customize solutions. It can turn on a dime, cut deals, launch new features, and do things a larger company would never consider.
When you’re small, you need to think big and seize opportunities to grab a foothold. Otherwise, it’s going to be a long and difficult journey.
Any tips or examples of how you’ve turned a weakness into a strength?