Killing Giants

EveryonethoughtEricRyanandAdamLowrywerecrazytostartMethod,anewcleaningproductscompany.ThecategoryhadlongbeendominatedbyP&G,Unilever,andColgate-Palmolive.Thosegiantshadsomuchcloutwiththeretailchainsthattheirsoapshadbarelyneededupdatingfordecades.Butbytakingadvantageofitsunderdogposition,Methodcarvedoutaveryprofitableniche:environmentallysoundproductsinstylish,innovativepackaging.Despitehavingafarsmallermarketingbudgetthantheircompetitors,Methodconnectedwithasubstantialminorityofpeoplewhowantedto"buygreen"butwhoalsowantedhigh-qualityproducts.MarketingexpertStephenDennyarguesthat,likeMethod,anybrandcandirectlychallengethegiantofitscategoryandnotonlysurvive,butthrive.Whileit'sinconvenienttobethelittleguy,itcanalsobeablessingindisguise.Giant-killerscanaffordtoshakethingsupandtakeboldsteps.Theycanbefasterandnimblerthangiantswhoaretooslowandhideboundtomakethepainfulbutnecessarychangestostaycompetitive.Bythetimetheynoticethatslingshot,they'realreadykeelingover.Duringhistwodecadesinthetrenches,Dennyhastakenonquiteafewgiants.Andhehasinterviewedmorethanseventyothergiant-killersacrossindustries-fromsoftwaretocosmeticstoaviation-fortheirmostpowerfultechniques.Ourneedtoworksmarter,withfewerresources,isn'tdependentonthestateoftheeconomyoronanysenseofstabilityyouthinkyouhaveinyourindustry.Denny'stenpowerfulstrategieswillhelpyouovercomestalebusinessthinkingandbureaucracy.Theyinclude:•Wininthelastthreefeet.Leveragesomeoneelse'sinvestment-justbetherethemomentthecustomergrabstheirwallet.•Create"thinice"arguments.Shifttheconversationtoplaceswherethecompetitioncan't-orwon't-go.•Fightunfairly.Learnhowtheunderdogcanturnthetables.Fromthehypercompetitiveworldofsocialmediatohigh-stakesbusiness-to-businesssalestothetrenchesofretail,KillingGiantsisTheArtofWarforanewera.Itprovesthatsizedoesmatter-thesizeofthefightinthedog.