Outsmarting Goliath: How to Achieve Equal Footing with Companies that are Bigger, Richer, Older, and Better Known

Outsmarting Goliath confronts this paradox: Many of today's consumers-potential customers-turn automatically to brand name products and services, forgetting that the well-advertised brontosauruses often deliver one-of-our-sizes-fits-all service and impersonal sales help. Yet a single phone call, a cleverly crafted letter, a stunning catalog, winning ad, or a well-prepared face-to-face presentation can change a customer's perception. In those crucial situations, the small up-starter can use ...