Came across this post today that merits sharing. Some excerpts:
“In taking on big, you can try to undercut their margins which will fail. You can try to duplicate their advertising budget, which will fail. You can try to out program them, which will fail. Or you can try to outlove them. (I know, it’s business, but at the core of relationship marketing must be relationship, which, at some level, has to be about love.) And the big boxes, whatever their industry: food, church, hardware, furniture, departments, are not fundamentally about outloving anyone.
“I always wanted the biggest box of crayons. It was always a really cool thing to have. But as I think about it now, someone that would have taught me how to color, to actually do something with 8 crayons, that could have changed my life. I might have moved from being a consumer to an artist.
Big is about consumers. Small is about artists. Big is about changing people to your world. Small is about preparing people to change their world.”