Summary of Outsmarting Goliath
How to Achieve Equal Footing with Companies that Are Bigger, Richer, Older, and Better Known
You may be small, but you have to think tall (and carry a sling shot) to take business away from the giants.
Debra Koontz Traverso presents a compilation of tips telling the entrepreneur or owner of a small business how to compete with established companies as well as other start-ups. Traverso includes a few personal examples, although this is mostly a how-to guidebook. Much of the advice may seem familiar to those who have read similar books or attended small business workshops, but Traverso does manage to throw in a few pointers that make you stop and think. For example: Stand up while you talk on the phone - it will increase your energy level. (Try it: It really works!) In addition, the book offers guidance on creating the right image, partnering with outsiders and family members, making the most out of mundane daily activities and marketing on a limited budget. Top executives may want to skim this to learn how start-ups and small businesses are striving to compete with them, but getAbstract recommends this book primarily to entrepreneurs and small business owners who don’t want to stay small forever.
In this summary, you will learn
- How your small business can employ strategic tactics to compete against larger firms
- How to improve your firm’s image
- Why it is important to pay close attention to your company’s daily operations
About the Author
Debra Koontz Traverso has been a consultant to scores of small and large businesses, including UPS, NASA, Dow Chemical, United Airlines, Nike, and Coopers & Lybrand. She is an adjunct faculty member at Harvard University and co-president of WriteDirections.com, experts in business and personal writing. She has worked for, with, and around Goliaths for more than 18 years as a business journalist, marketing communications specialist, management consultant and business owner.
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Debra Koontz Traverso
Bloomberg Press, 2001
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