By Daniel L. Lowery
What can modern entrepreneurs learn from the David and Goliath story? While the religious aspects are often emphasized, closer examination reveals very sound, concrete reasons for David’s victory. Some of the more important ones are:
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Gather intelligence
Before their epic battle, David observed his future foe in the Elah Valley. When he saw Goliath’s plodding gate, the cumbersome armor and exposed brow, he alone saw the giant’s vulnerability. In a similar fashion, small businesses should study their competition to see how they operate. Learn what they are doing well, what their weaknesses are and how you can take advantage of them.
Take the path of least expectation
For 40 days, Goliath shouted for an opponent to fight. Instead of getting a conventional duelist, he was greeted by a shepherd boy. Not perceiving any danger, the Philistine giant lumbered forward, oblivious to his peril. Likewise, modern entrepreneurs must travel roads that their corporate rivals have overlooked. The well-beaten path is often too crowded for smaller competitors.
Call the shots
Goliath wanted to battle at close quarters with a sword and shield, but David changed the contest into a long-distance battle with his sling. In any competition, if you are the one calling the shots, you have a much better chance of succeeding. The idea is to keep your opponents solely responding to your moves and never allowing them to commit any offensive moves of their own. Under these conditions, the worst that can happen to you is your offense fails. If you keep launching offensive blows, sooner or later, your competitor will lose.
Find the Achilles heel
Don’t just look for your opposition’s weaknesses; find areas where they are totally defenseless. Although David defeated his foe in one strike, he was assured eventual victory by exploiting Goliath’s long-range deficiency. As long as he fought outside the giant’s reach, he could attack indefinitely. In business, entrepreneurs will find a parallel situation with competitors that can’t carry certain products because of contractual disputes or labor unrest. Take advantage of these predicaments and exploit them for all they’re worth.
Different weapons
Just as David’s sling neutralized Goliath’s impressive array of battle gear, small businesses should use different weapons for their battles. For a retail store, this might mean using a different product line than a chain store’s. For a software company, this could mean going low-tech instead of high-tech. The point is, don’t try to match a stronger opponent with the same weapons. The smaller entity will lose almost every time.
Preparation
David didn’t become adept with his sling overnight. By the time of his duel, he had already spent a number of years as a shepherd, protecting his father’s flock from predators. Really great opportunities come along very rarely. The only way small businesses can insure they will take advantage of them is to always be prepared. This means marshalling resources – human and material – before the situation requires you use them. Never lose business simply because you were not prepared.
Turn strength
into weakness
While Goliath’s massive size and armor would be an asset in a conventional battle, in the long-distance contest David fought, the giant’s lack of maneuverability was a weakness. Similarly, an established corporation’s brand name might be its strength. If the smaller business can make the public believe the corporation is old-fashioned or out of touch, it can turn that strength into a weakness.
Create a diversion
Goliath’s first words to David were “Am I a dog? That you would come to me with a stick?” The “stick” he was referring to was a shepherd’s staff for herding sheep, goats and dogs. Why would David carry such a large object with him if he planned to fight with a sling? The sling was small and easily concealed. With no visible long-range weapon and David rushing with a stick, Goliath and his orderly would have concluded they were in for a close-range contest. Distracting the competition can be crucial to success. When Rupert Murdoch was starting out, he bested a rival who had twice as much money as him by getting the seller to focus on such irrelevant matters as “keeping the newspaper British.” When competing with fewer resources, try to make something other than resources the issue.
Use surprise
David worked hard to make Goliath believe he was no threat to him. His youth, lack of armor, shepherd’s staff and charging at his enemy all created the impression of a hand-to-hand battle that the Philistine wanted. Before the giant could get within a spear’s throw, David’s sling fired a missile that gave his foe the surprise of his life. It is crucial for smaller competitors to achieve their goal before the larger entities can bring their superior resources into play.
Go for the head shot
David didn’t slap Goliath’s wrist or rap his knuckles. David struck at the one area that would inflict the most damage. One swift head shot was all the challenger needed to win, and it was the only way he could win. In much the same way, small businesses need to strike only at areas that will inflict the most damage to the corporate adversaries. A smaller business can’t wage too many battles at once. Focus resources on those matters that will reap the most reward.
Daniel L. Lowery is the author of “Battling the Corporate Giants: The Ultimate David and Goliath Story,” available at www.lowerybooks.com.
