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Marketing expert Stephen Denny argues that, like Method, any brand can directly challenge the giant of its category and not only survive, but thrive. While it's inconvenient to be the little guy, it can also be a blessing in disguise. Giant- killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make the painful but necessary changes to stay competitive. By the time they notice that slingshot, they're already keeling over.
During his two decades in the trenches, Denny has taken on quite a few giants. And he has interviewed more than seventy other giant-killers across industries- from software to cosmetics to aviation-for their most powerful techniques.
Our need to work smarter, with fewer resources, isn't dependent on the state of the economy or on any sense of stability you think you have in your industry. Denny's ten powerful strategies will help you overcome stale business thinking and bureaucracy. They include:
? Win in the last three feet. Leverage someone else's investment-just be there the moment the customer grabs their wallet.
? Create "thin ice" arguments. Shift the conversation to places where the competition can't-or won't-go.
? Fight unfairly. Learn how the underdog can turn the tables.
From the hypercompetitive world of social media to high-stakes business-to- business sales to the trenches of retail, Killing Giants is The Art of War for a new era. It proves that size does matter-the size of the fight in the dog.
Posted April 23, 2011
As soon as I saw this book advertised on Black Enterprise's website, I called Barnes and Noble and pre-ordered it. This has to be one of the best entrepreneur books I have read. It gives you the electricity to light the bulb(basically it gives you a lot of different strategies for taking down a giant in your respective industry). I cannot recommend this book enough to the new generation(my generation) of business OWNERS who want to create wealth, and not just earn a paycheck.Was this review helpful? Yes NoThank you for your feedback. Report this reviewThank you, this review has been flagged.