You may like to disrupt. You may think your brand is a challenger brand. You may think personally you have a rebel streak in you. So, it makes sense to disrupt the market. It even sounds sexy as it rolls off your tongue, “I want to disrupt the market.” Sure. That is one way but not the only way. Inevitably when you choose that route, you make the giant notice you. Be aware that the giant can eat you for lunch because you are going after its lunch.
Sometimes you can start small, focusing on your own niche and keep your competitive advantage
close to your heart. Grow to a manageable size that gives you the ability to fight
before you have your ego on full display may be a wiser move.
Can you fight till the end?
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