Size isn't everything

Winning in a David and Goliath world

Friday 02 September 2011


Whilst all good competitive strategy can be traced back to first principles, you may think that reaching back to biblical times is a step (or perhaps several steps) too far. 

However there are lessons that can be learnt from David’s slaying of Goliath, and his subsequent rise to King, that are very applicable for FMCG Davids up against today’s category Goliaths. In fact, given the ability of brands to gain and indeed lose favour more rapidly in today’s world, we believe that Davids, Goliaths, and indeed the chameleons who play both roles across their different categories, have much to mull over. So – what can we learn?

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