Amazon Might be Goliath, But Your Online Business Can Be David
Malcolm Gladwell’s newest book, David and Goliath: Underdogs, Misfits, and the Art of Battling Giants is a fascinating look at how the underdog can win in business. Gladwell challenges us to think of different ways to battle the Giant.
The story of David and Goliath is an example of fighting your opponent in a different way than they are expecting. For example, Goliath is a 6 foot nine warrior covered in heavy armor that he expects will protect him in close combat. David, on the other hand, is not playing by Goliath’s rules. He dresses lightly for agility, is small of stature, and notices that there is one vulnerable spot on Goliath’s forehead not covered by armor.
David’s prior experience as a Shepherd helped him hone skills in slinging stones to protect his sheep from fierce predators like lions and bears. Gladwell states, “David and Goliath is a book about what happens when ordinary people confront giants.”
Courageous David slings his stones straight at Goliath’s one vulnerability, his forehead, and slays the Giant because Goliath didn’t expect it.
The book is packed with stories of people who faced huge challenges and were forced to respond. Their stories are similar to the fierce challenges that online retailers face when competing with Amazon.
Amazon’s advantage is its size, which allows them to competitively price products and deliver them lightning fast. If you or I take a run at Amazon with pricing or delivery, we will get cut down quickly with a swing of their giant sword. They also have the budget to be masters of SEO, ranking first in many searches.
But that doesn’t mean we can’t compete. Amazon is a company who is trying to be everything to everyone. They suffer from being the Jack of All Trades, Master of None.
It is interesting that a much smaller company like GoPro attracts people to buy directly from them because they allow their customers to capture life adventures that are worth remembering.
Rather than buy from Amazon, people would rather jump into the culture and personality of experts who can really help them. GoPro has sold consumers not on the features of the camera, itself, but on the experience of using the camera. As one GoPro user put it, “GoPro is not just selling a camera; they are selling the memory of riding that wave or skiing down that slope.” Those experiences drive buyers to go to their site and buy with bravado.
Giving your online customers experiences that they can’t get anywhere else will set you apart from placing an anonymous order with the Giant.
For example, you open up an online store for honey. Since you understand the healing properties of organic honey and post stories and pictures on your site on how to cure ailments, you are going to be much more targeted than Amazon can be. Where would you rather buy honey?
If you are trying to sell makeup online, giving video makeup lessons and posting them on social media will engage your customers and sell them on the results of using your products. You are giving them an experience that would be difficult for a giant retailer who is interested in low price and fast delivery can replicate.
Your best strategy is to pick up your sling, load it with experiences customers want, and shoot down your competition with ammo that only you can provide. Let them be Goliath. You get to be David and win the battle.
Blog Inspired by: David and Goliath: Underdogs, Misfits, and the Art of Battling Giants by Malcolm Gladwell.
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