In every sector there are 2 or 3 big guys, the elephants. Everyone knows them. They have marketing power. They have buying power. And yet, elephants are afraid of mice.
But don’t try to beat an elephant by playing an elephant’s game. You can’t beat them on price. You can’t out-advertise them. You can’t offer the same range. Your distribution network will never be as extensive.
So how can you be like the mouse? The mouse scares the elephant because the elephant feels something happening between its feet, and it can’t see it or stop it.
May Your Business Be –As You Plan it!
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Dr Greg Chapman is the Director of
Empower Business Solutions
and is Australia’s Leading Advisor on Emerging Businesses and provides Coaching
and Consulting advice to Australian Small Business Owners in Marketing &
Business Strategies Planning & Systems. He is also the author of
The Five Pillars of Guaranteed Business Success
Price: How You Can Charge More Without Losing Sales.
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