“David v. Goliath”
STEVE WASTERVAL
For some solopreneurs, one of the biggest mental challenges in their work comes from the idea of competing with household brands. I’m not just talking about those brands that have achieved global domination, like Apple or Nike.
Even at a local level, you’ll find “household” brands that dominate your area.
Maybe they’ve been in business for decades. Or they’re just what people are used to because they are so widespread in your area. Maybe they’ve spent so much on advertising that you can’t turn on the TV without hearing about them. While this may seem like an impossible foe to topple, new small businesses can successfully compete if they follow the right strategies.
Niche Down. Niche Down. Niche Down.
Big-brands tend to provide “one-stop” comfort.
What they don’t provide, however, is finite expertise. Think of a big-name home improvement store like Home Depot or Lowe’s. You could…