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www.IndependentRetailer.com MANAGEMENT Retailer Giant Killers
IN RECENT interviews given by Stephen Denny, author of the newly released business man- agement novel, Killing Giants, he explains the universal idea behind the story of David and Goliath. “It is common under- standing that we are all being asked to do more with less, and it doesn’t matter what industry or country you are from.” Whether you are a startup business, a Fortune 500 or a Global enter- prise, you may be somebody’s Goliath, but also feel like David battling your own giants. Kill- ing Giants can give retailers the strategic insight they need, pro-
viding 10 lessons learned, and management strategies for the small guy battling the big guy. These strategies include: 1) Win in the last three feet.
Leverage someone else’s invest- ment; just be there the moment the customer grabs their wallet. 2) Create “thin ice” argu-
ments. Shift the conversation to places where the competition can’t, or won’t go. 3) Fight unfairly. Learn how
the underdog can turn the tables, pick unfair fi ghts, and create awkward mismatches. Talking with Ann Handley of American Express’ OPEN Fo-
rum, Denny discusses the newly released book and its thesis that being the little guy can be advan- tageous when taking on larger and established competitors. The most important interview question: What does it mean to kill a giant? In response, Denny answers, “In business, it isn’t the giants with their huge budgets and legions of employ- ees who hold all the cards. It’s the upstarts that can pick the unfair fi ghts, hijack the giant’s big marketing expenditures, and generally make life miser- able for the larger competitors.”
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