Killing Giants 10 Strategies to Topple the Goliath in Your Industry (Audible Audio Edition) Stephen Denny Walter Dixon LLC Gildan Media Books
Download As PDF : Killing Giants 10 Strategies to Topple the Goliath in Your Industry (Audible Audio Edition) Stephen Denny Walter Dixon LLC Gildan Media Books
Everyone thought Eric Ryan and Adam Lowry were crazy to start Method, a new cleaning products company. The category had long been dominated by P&G, Unilever, and Colgate-Palmolive. Those giants had so much clout with the retail chains that their soaps had barely needed updating for decades. But by taking advantage of its underdog position, Method carved out a very profitable niche environmentally sound products in stylish, innovative packaging. Despite having a far smaller marketing budget than their competitors, Method connected with a substantial minority of people who wanted to "buy green" but who also wanted high-quality products.
Marketing expert Stephen Denny argues that, like Method, any brand can directly challenge the giant of its category and not only survive, but thrive. While it's inconvenient to be the little guy, it can also be a blessing in disguise. Giant-killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make the painful but necessary changes to stay competitive. By the time they notice that slingshot, they're already keeling over. During his two decades in the trenches, Denny has taken on quite a few giants. And he has interviewed more than seventy other giant-killers across industries- from software to cosmetics to aviation-for their most powerful techniques. Our need to work smarter, with fewer resources, isn't dependent on the state of the economy or on any sense of stability you think you have in your industry. Denny's ten powerful strategies will help you overcome stale business thinking and bureaucracy. They include
- Win in the last three feet. Leverage someone else's investment-just be there the moment the customer grabs their wallet.
- Create "thin ice" arguments. Shift the conversation to places where the competition can't-or won't-go.
- Fight unfairly.
- Learn how the underdog can turn the tables.
From the hypercompetitive world of social media to high-stakes business-to- business sales to the trenches of retail, Killing Giants is The Art of War for a new era. It proves that size does matter-the size of the fight in the dog.
Killing Giants 10 Strategies to Topple the Goliath in Your Industry (Audible Audio Edition) Stephen Denny Walter Dixon LLC Gildan Media Books
I met Stephen Denny when we went through influence training under Robert Cialdini, PhD. He's a very creative, interesting guy with a wide background in sales and marketing. Killing Giants read like a blend of Sun Tzu's "The Art of War" and Dr. Cialdini's "Influence Science and Practice" because it's a blend of strategy and psychology. If you're looking for formulas, follow steps 1-5, then this isn't the book for you. On the other hand, if you want real life stories of how the little guys took on the giants in their industry then you'll appreciate the book because it will stimulate your thinking and give you new ideas on how to grow your business. If government statistics are right and 64% of all new jobs have been created by small businesses over the past 15 years then there's a huge market segment that needs to read this book.Product details
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Killing Giants 10 Strategies to Topple the Goliath in Your Industry (Audible Audio Edition) Stephen Denny Walter Dixon LLC Gildan Media Books Reviews
great audio book. Every time I listen to it, I learn something new
very interesting read, need to see how well their ideas work
The author's ten strategies most remind me of ju-jitsu. The book is written in a non-linear fashion, so if there is a topic that is of interest or more relevant you can simply skip to that section and it is user friendly in that regard. The examples used to corroborate the strategies are diverse in terms of scale and industry, and most include interviews from people directly involved. The author reminds the reader that even if you work for goliath, the strategies are still relevant because the niche you are responsible for may not be the market leader. My criticism of the book, which generally holds true for the genre as well, is that it only talks about successful implementations. There would have been additional value if the author would have included either observed or potential pitfalls when firms have implemented these strategies.
As someone who not just enjoys reading but also practicing strategic thinking, I just had to read Killing Giants by Stephen Denny.
Most startup advice tells us to not worry about the competition. To not set out to kill the giant in the industry. But sometimes things don't go according to plan. If anything, thinking about stuff ahead of time and acknowledging that you are in a competitive environment and that these things could happen really matters.
Though the name of the book implies that there's a competitor, I think the real Giants are the unforeseen problems that not even the competition is seeing. It's also the giant blinder (psychological biases) that's inside of us that needs to be killed.
That's the message behind Killing Giants.
Most of the strategies in the book (or anywhere) are psychological in nature. For example the strategy of 'Eat the Bug' makes the point that Giants, just like people, get stuck in doing things in a certain way. This provides an opening to do what they are unwilling, and sometimes unable, to do.
The other strategy is 'Thin Ice' where you force a giant to play in unfamiliar territory, where they can't use their strengths. Where their legs shake because they feel insecure, giving you a better opportunity to win.
For fans of strategy, most of these strategies are not new. You heard about them in some way or another from Sun Tzu in The Art of War, the Chinese text The 36 Stratagems and synthesized in The 33 Strategies of War.
What you'll take away from this book though is how they apply to your world, not just military history. Plus, he keeps it simple. Only 10 strategies, not 100 or more. You have to love that!
Stephen Denny has written an excellent book that will stretch your mind in terms of thinking about strategy, with great stories about companies that used these strategies to their advantage. It's definitely a useful book!
It is an excellent book! Filled with stories of companies that have chosen less likely paths, and / or bold, using a lot of creativity to win success on the giants of your industry. Goes for any strategist.
Everything about this book is useful. From the way it is written, non -linear to the author's own admission that this is not a one size fits all proposition. The reader can take and use one or more of the 10 strategies that are practical, while discarding others. The book is a fast read for a business book with the strategies that the author writes about having come from real life companies and executives. As an owner of two businesses that regularly faces the prospect of battling giants I look forward to putting in place Steve Denny's advice and am anxious to begin measuring my own success. If you are a small business owner you should have a copy of this book in your library and reference it often!
This book is a quick and enjoyable read. Denny provides a framework to challenge industry titans in the form of ten strategies, illustrated through specific business stories. I enjoyed it’s because it is not just about a small company challenging the large one, but rather about any company or division competing with a competitor in a stronger initial position.
While the ten strategies are independent, Denny emphasizes a few themes throughout. Giants have fundamentally different problems. And there are some places they cannot go anymore. They do not like to fight, especially against smaller players. Most importantly, they can be crippled by competitors who embrace their challenger role as a defining strength. The stories in this book will help you think of specific strategies for your situation.
I met Stephen Denny when we went through influence training under Robert Cialdini, PhD. He's a very creative, interesting guy with a wide background in sales and marketing. Killing Giants read like a blend of Sun Tzu's "The Art of War" and Dr. Cialdini's "Influence Science and Practice" because it's a blend of strategy and psychology. If you're looking for formulas, follow steps 1-5, then this isn't the book for you. On the other hand, if you want real life stories of how the little guys took on the giants in their industry then you'll appreciate the book because it will stimulate your thinking and give you new ideas on how to grow your business. If government statistics are right and 64% of all new jobs have been created by small businesses over the past 15 years then there's a huge market segment that needs to read this book.
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