# Highly Recommended《Bran-New + The Successful Raise of Start-up and its Winning Strategies In New World》Stephen Denny - KILLING GIANTS : 10 Strategies to Topple the Goliath in Your Industry
This Insightful and international bestseller in paperback edition is a bran-new book and nicely wrapped with protective book-wrapper. The original new book is sold at usual price RM60.95. Now here Only at RM18. Killing Giants unveils practical strategies for overtaking larger competitors in any market, looking at companies like that started up small but quickly dominated by using their opponents' size to their advantage. ➽ Baidu has beaten Google at search in China, and ➽ the Boston Beer Company took on Budweiser with Sam Adams Boston Lager. Stephen Denny shows how even behemoths like Nike and Coca Cola are susceptible to small, even tiny, competitors, because of their size. Using a range of fresh case studies he explains how, by taking a fresh approach, you can carve out a larger chunk of any marketplace. "Killing Giants recounts the tales of successful entrepreneurs who started from scratch, became scrappy and innovative, and learned how to complete successfully in arena of giants.the information here is practical, valuable and actionable. Marketing expert Stephen Denny argues that any brand can directly challenge the giant of its category and not only survive, but thrive. While it’s inconvenient to be the little guy, it can also be a blessing in disguise. Giant-killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make painful but necessary changes. Everyone thought Eric Ryan and Adam Lowry were crazy to start Method, a new cleaning products company. The category had long been dominated by P&G, Unilever, and Colgate-Palmolive. Those giants had so much clout with the retail chains that their soaps had barely needed updating for decades. But by taking advantage of its underdog position, Method carved out a very profitable niche: environmentally sound products in stylish, innovative packaging. Despite having a far smaller marketing budget than their competitors, Method connected with a substantial minority of people who wanted to "buy green" but who also wanted high-quality products. Marketing expert Stephen Denny argues that, like Method, any brand can directly challenge the giant of its category and not only survive, but thrive. While it's inconvenient to be the little guy, it can also be a blessing in disguise. Giant- killers can afford to shake things up and take bold steps. They can be faster and nimbler than giants who are too slow and hidebound to make the painful but necessary changes to stay competitive. By the time they notice that slingshot, they're already keeling over. During his two decades in the trenches, Denny has taken on quite a few giants. And he has interviewed more than seventy other giant-killers across industries—from software to cosmetics to aviation—for their most powerful techniques. His ten powerful strategies will help readers overcome stale business thinking and bureaucracy in good times or bad. From the hypercompetitive world of social media to high-stakes b-to-b sales to the trenches of retail, Killing Giants is The Art of War for a new era. Our need to work smarter, with fewer resources, isn't dependent on the state of the economy or on any sense of stability you think you have in your industry. Denny's ten powerful strategies will help you overcome stale business thinking and bureaucracy. They include: ● Win in the last three feet. Leverage someone else's investment-just be there the moment the customer grabs their wallet. ● Create "thin ice" arguments. Shift the conversation to places where the competition can't-or won't-go. ● Fight unfairly. Learn how the underdog can turn the tables. From the hypercompetitive world of social media to high-stakes business-to- business sales to the trenches of retail, Killing Giants is The Art of War for a new era. It proves that size does matter-the size of the fight in the dog. In the annals of business book history, there are certainly numerous examples of counter-intuitive, guerilla-style marketing books. But few, if any, serve as guideposts for how to take down, or at least compete with well established giants in their respective fields. While “Killing Giants: 10 Strategies to Topple the Goliath in Your Industry” can’t guarantee any startup company’s success, it offers a full panel of inner-connected concepts and ideas that when combined as a mission statement/marketing plan, give a much smaller organization at least a fighting chance to make a dent in a much more established firm. As Denny, a former brand manager and now a business consultant, points out late in the book, “killing giants is a complex business.” He proceeds by explaining, in sufficient detail, a wide variety of logical, though not always obvious, methods to create inroads into a market that may appear locked to upstart competition. Denny shows how brands — from Go Daddy to the automotive Mini, from Jet Blue to Massachusetts Senator Scott Brown — can actually compete, at least within certain market segments against well-known, deep-pocketed giants like Coca-Cola, Starbucks and even Proctor & Gamble. Denny stresses that such a pursuit requires smarts, diligence and a bit of luck, as he teaches smaller concerns how to capitalize on their opportunities by using speed to market, polarization of the audience, issuing challenges, broadcasting advantages and even fighting dirty. The benefit of Denny’s advice comes not from deploying one method over the next, as much as knowing the entire toolbox and utilizing the combination of actions most suited to your product or industry to chip away at the market leader, sometimes before they know what hit them. And while Denny doesn’t want to get your hopes up, he demonstrates how a small company can take over at least a niche of a larger company’s turf by laser-focusing on one slice of the pie. (Electronic connector company Belkin is Denny’s example of this phenomenon.) If there is an over-riding message in “Killing Giants,” it’s that, unlike other renegade business books, Denny doesn’t sugar-coat your chances of success, but rather, through stories and illustrations, he shows that through extreme dedication, focus and diligence that anything is possible, especially if you are aware of these veritable business slingshots. About the Author Stephen Denny is the president of strategy, marketing, and branding consultancy Denny Marketing. He spent over twenty years as a senior manager at brands including Sony, OnStar, Iomega, and Plantronics. He is a frequent contributor to The Daily Fix and Marketing Profs as well as his own marketing blog.
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