Killing Giants by Stephen Denny
Look inside with Google Book Preview
Killing Giants
By Stephen Denny

Killing Giants

10 Strategies to Topple the Goliath in Your Industry

By (author) See other recent books by Stephen Denny
Format: Hardback

Checking availability...




Killing Giants by Stephen Denny

Book Description

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. 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.

Buy Killing Giants book by Stephen Denny from Australia's Online Bookstore, Boomerang Books.


Book Details

ISBN: 9781591843832
ISBN-10: 1591843839
Classification: Business strategy , Sales & marketing , History of specific companies / corporate history
Format: Hardback (231mm x 152mm x 23mm)
Pages: 256
Imprint: Portfolio
Publisher: Portfolio
Publish Date: 31-Mar-2011
Country of Publication: United States

Other Editions...


You might also like...

Business Strategy by J. C. Spender Business Strategy by J. C. Spender

Emphasising that firms face uncertainties and unknowns, this book argues that the core of strategic thinking and processes rests on the organization and its leaders developing newly imagined solutions to the opportunities that these uncertainties open up. It presents new approaches for managers, consultants, strategy teachers and students.

Strategy for the Corporate Level by Andrew Campbell Strategy for the Corporate Level by Andrew Campbell

This revised and updated best-selling classic is primarily about companies that have more than one business, and need a strategy across those businesses. This strategy is normally referred to as group-level or corporate-level strategy.

Kill the First Tiger a Common Sense Business Book by Michael F Johnson Kill the First Tiger a Common Sense Business Book by Michael F Johnson

Kill The First Tiger is a book about running your business more effectively. Author Michael Johnson uses a collection of entertaining stories to bring common sense back to business. It is an intellectual and interesting way to look at business in a new light.

Strategic Benefits Realization by Craig J. Letavec Strategic Benefits Realization by Craig J. Letavec

Provides a realistic approach to implementing benefits realization management in organizations that is aligned to PMI's Standard for Program Management and other global standards, and is presented in the context of program and portfolio management.

» View more books like these...

Books By Author Stephen Denny


Reviews

» Have you read this book? We'd like to know what you think about it - write a review about Killing Giants book by Stephen Denny and you'll earn 50c in Boomerang Bucks loyalty dollars (you must be a member - it's free to sign up!)

Write a book review


Boomerang Bucks close

For every $20 you spend on books, you will receive $1 in Boomerang Bucks loyalty dollars. You can use your Boomerang Bucks as a credit towards a future purchase from Boomerang Books. Note that you must be a Member (free to sign up) and that conditions do apply.

Recent books by Stephen Denny close
Killing Giants by Stephen Denny
»
BoomerangBooks.com.au close