Outsmarting Goliath
How to Achieve Equal Footing with Companies that Are Bigger, Richer, Older, and Better Known
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Recommendation
Debra Koontz Traverso presents a compilation of tips telling the entrepreneur or owner of a small business how to compete with established companies as well as other start-ups. Traverso includes a few personal examples, although this is mostly a how-to guidebook. Much of the advice may seem familiar to those who have read similar books or attended small business workshops, but Traverso does manage to throw in a few pointers that make you stop and think. For example: Stand up while you talk on the phone - it will increase your energy level. (Try it: It really works!) In addition, the book offers guidance on creating the right image, partnering with outsiders and family members, making the most out of mundane daily activities and marketing on a limited budget. Top executives may want to skim this to learn how start-ups and small businesses are striving to compete with them, but getAbstract recommends this book primarily to entrepreneurs and small business owners who don’t want to stay small forever.
Take-Aways
About the Author
Debra Koontz Traverso has been a consultant to scores of small and large businesses, including UPS, NASA, Dow Chemical, United Airlines, Nike, and Coopers & Lybrand. She is an adjunct faculty member at Harvard University and co-president of WriteDirections.com, experts in business and personal writing. She has worked for, with, and around Goliaths for more than 18 years as a business journalist, marketing communications specialist, management consultant and business owner.
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