Don't Charge at Elephants

by Dr Greg Chapman

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.

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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 and Price: How You Can Charge More Without Losing Sales.

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