Tom Peters: WallopWalmart16

Tom Peters recently offered this list of strategy points for smaller businesses competing with the big guys.

Here's my WallopWalmart16 list of “musts” if you are a “little guy” (one-person accountancy, restaurant, community bank, etc) out to eat the Big Guys' lunch:
*Niche-aimed. (Never, ever “all things for all people,” a “mini-Wal*Mart.)
*Never attack the monsters head on! (Instead steal niche business and lukewarm customers.)
*”Dramatically different.“ (La Difference ... within our community, our industry regionally, etc ... is as obvious as the end of one's nose!) (THIS IS WHERE MOST MIDGETS COME UP SHORT.)
*Compete on value/experience/intimacy, not price. (You ain't gonna beat the behemoths on cost-price in 9.99 out of 10 cases.)
*Emotional bond with Clients, Vendors. (BEAT THE BIGGIES ON EMOTION/CONNECTION!!)
*Hands-on, emotional leadership. (”We are a great & cool & intimate & joyful & dramatically different team working to transform our Clients lives via Consistently Incredible Experiences!“)
*A community star! (”Sell“ local-ness per se. Sell the hell out of it!)
*An incredible experience, from the first to last moment—and then in the follow-up! (”These guys are cool! They 'get' me! They love me!“)
*DESIGN! (”Design“ is a premier weapon-in-pursuit-of-the sublime for small-ish enterprises, including the professional services.)
*Employer of choice. (A very cool, well-paid place to work/learning and growth experience in at least the short term ... marked by notably progressive policies.) (THIS IS EMINENTLY DO-ABLE!!)
*Sophisticated use of information technology. (Small-”ish“ is no excuse for ”small aims“/execution in IS/IT!)
*Web-power! (The Web can make very small very big ... if the product-service is super-cool and one purposefully masters buzz/viral marketing.)
*Innovative! (Must keep renewing and expanding and revising and re-imagining ”the promise“ to employees, the customer, the community.)
*Brand-Lovemark* (*Kevin Roberts) Maniacs! (”Branding“ is not just for big folks with big budgets. And modest size is actually a Big Advantage in becoming a local-regional-niche ”lovemark.“)
*Focus on women-as-clients. (Most don't. How stupid.)
*Excellence! (A small player ... per me ... has no right or reason to exist unless they are in Relentless Pursuit of Excellence. One earns the right— one damn day and client experience at a time!— to beat the Big Guys in your chosen niche!)

You can be all of this and still have the problem of communicating all this ”coolness“ to clients and prospects. Tom's advice is right there. ”Sophisticated use of information technology.“ That of course would be the use of Blogs and Email Newsletters to tell your stories.

Good stuff that.

Tom Peters: WallopWalmart16

Technorati Tags: Walmart | design | innovation | competition | emarketing | blog | Tom Peters | excellence