1. Sometimes you need to think small.
Look for limited markets where it’s easier to achieve a genuine competitive advantage. If you aren’t the best plumber in your country, aim to be the best in your city and build from there. This doesn’t only apply to locations, but also to markets. If you aren’t the best in your market segment, make it smaller; if your market segment is already too small, reinvent or redefine it.
2. Adapt and own.
Your competitors (especially bigger ones) have invested their money creating marketing programs that bring in business. If it’s working for them, it’s likely to work for you – study what works, adapt it and own it.
3. Give your customers what they want.
Your customers will be the first to tell you what they like or don’t like about your product or service. Listen to them, and if possible, give them what they want. They’ll recommend your offering to their friends and be back for more.
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