If yours is a small business and you have big or even huge competitors, you may be laying awake at night wondering how can you possibly beat them. You can't out-advertise them, or out-promote them, and you probably won't be able beat to its prices. For example, think about a small business whose biggest competitor is Wal-Mart, Best Buy, Amazon.com or some other huge retailer. Is there any way to compete successfully against these Goliaths?
My answer is to use marketing judo.
As you may know judo was developed many hundreds of years ago as a means of self-defense. But did you know that much of judo is based on the concept of using the opponent's strengths against him? One example of this is when the attacker pushes against an opponent. The opponent simply steps aside and (usually with the aid of a foot), uses the opponent's own momentum to throw him forward.
The lesson for the smart marketer is to first analyze the competition's strengths and then develop strategies that will turn these strengths into points of attack.