I Fought Giants like Dyson & Segway on Price. Here’s What I Learned About Competing When You're the Underdog.

During my time running Thurgo Limited, we were a relatively small electronics retailer in a pond filled with sharks. We were listing products from global brands like Garmin, Bose, and Dyson. Every day was a battle on price, logistics, and marketing spend against competitors with bottomless budgets.

It was a masterclass in asymmetrical warfare. We couldn't out-spend them, so we had to out-think them. If you’re a smaller business feeling squeezed by the giants in your industry, stop trying to play their game. Here’s how you win.

1. Win on Speed and Agility: Large corporations are slow. Their decision-making is bogged down in meetings and bureaucracy. As a small business, your speed is your superpower. We could change a marketing campaign, update our website, or onboard a new product in a single afternoon. Lean into that. Make decisions quickly and execute even faster.

2. Create a Better Customer Experience: When a customer had a problem with an order from us, they could get a real person on the line who was empowered to solve it. Big-box retailers often have faceless, frustrating customer service. A fantastic, personal customer experience is a competitive advantage they can't easily replicate. We earned rave reviews on delivery speed, and that reputation built loyalty that price couldn't buy.

3. Become the Niche Expert: While we sold a range of electronics, our roots were in GPS technology from my SatNavEasy days. We knew that market inside and out. Instead of being a generalist, find a specific corner of your market and own it. Be the ultimate source of knowledge and curated products for that niche. Customers will choose your expertise over a faceless corporation every time.

4. Don't Just Sell a Product, Solve a Problem: People buying a high-end Dyson vacuum aren't just buying a machine; they're buying a cleaner home with less hassle. Frame your marketing and your service around the solution, not the spec sheet. We provided guides, support, and advice that helped customers get the most out of their tech, adding value beyond the initial sale.

Competing with giants isn't about having a bigger budget. It's about being smarter, faster, and more connected to your customer.

If you're struggling to stand out in a crowded market, let's schedule a strategy session. I can help you identify your unique advantages and build a plan to win.