This is the support site for my program entitled, "Beating Goliath: How to Build Profit When You Are Competing With the Big Guysä that I delivered at the NAMM 2001 Summer Session in Nashville, Tennessee on July 21, 2001. It was one of two program I did there. The other was "Just How Good Is Your Website?"

Before we get started --

Bookmark this page so you can get back to it easily.

This Support Website is design to cover the material I covered in the on-site program. You can go through it in the same order we did there. Or follow links to move around as your interest moves. If you get "lost" you can either use the back button to get back to a familiar place. Or use your bookmark to return to this page.

There are lots of links from this site to other sites and other pages on this site, so feel free to explore as your needs and interest dictate. And now · on with the show!!

Big chain stores are a reality in today's retail marketplace. If you listen to some commentators, they would tell you that you should just give up when those folks come to town. They roll in, set up their big box, drop prices through the floor, expand selection, and suck your customers away with a power hose. The big chains are tough competition, but they are beatable.

In a lot of ways, they're like the Goliath of the Bible. They're big, and well armored, and powerful, and menacing, but they can be beaten. That's what David did. David was just a boy then, and a shepherd. He wasn't a warrior at all. But he used his own strengths, the things that he was good at to go against Goliath's weakness, and he won. You can, too.

That's what this program is about. We're going to look at how you can compete with big competition and build your profitability. Weâll look at that in three sections.

In the first section, weâll talk about the basic principle of positioning strength against weakness. You want to do what you are good at or could become good at, and you want to exploit Goliath's weaknesses.

In the second section, weâll look at one of the keys to building profitability over the long term. It's increasing the perceived value that you deliver in your market. It turns out that there are several ways that you can do that, regardless of size.

In our final section, weâll take a look at getting the optimum mix of things to work well.

Let's get started by looking at a core principle -- that you position strength against weakness.

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