the little one in the new big this is
a phrase of many years ago by now of seth
godin I’ve always found damned
enchanting the problem of this sentence
for so many years what was it that was one
phrase beautiful katy was washing her well
conscience but then it did not change much
nothing because in fact the great king
Galan of the small remained tapino today
but this sentence starts to be
incredibly potentially true
because because the little us in
general we have the technologies they have
we have big channels of
promotion distribution like
facebook and youtube snap etc. that there
allow you to reach hundreds of
millions of people potentially and
we can do all this without it
being colossi I want to say to me
it hits when I see companies like
craiglist manage to manage the year
last I think 60 million users
with 40 people but move back i
ten years how could you think of
manage 60 million customers with 40
people can then how do you
let’s see some methods to compete with
the goliaths if you are a small davide
number one technique is to go
the opposite of what the great man does
market leader
let’s make an example maybe you’re one
lawyer if he is a single is a young person
lawyer just got out of the exam fresh
he has the problem you have to compete maybe
with these great law firms and them
they have a thousand advantages compared to Terni
more money may have a tide of
customers then what is the opposite that you
you can take your place can be
to say that I follow instead only
five customers in a year but those five
customers beautiful indium belleli stretch with
an attention so maniacal the
I bring Pandoro in August at home
personally but because the pandoro
he asks another day with his friend yes
it’s only at Christmas I do not treat them like that
maniacally good that this every time
that speaks a little someone can not resist
do not speak well of the best row from
harbor and that in the stretch only 5 that in
that year and it just clearly does it in
pay even a little for example
stupid, however, we understood each other
a vertex opposite to that of the
leader because the number 2 is not that
all people want to buy from
number one from the market leader
they want to go to the restaurant more than
absolutely no fashion there is a beautiful one
slice of the market he wants to buy a
what is not used
I saw the interview very interesting
to the founder of a brand called
the hundred of a written dress that he
he told how they left for
make yourself interesting have gone with the
first shirts in a shop
magnets I do not remember where we are here at
these on our t-shirts and he has
said and two goodies the two founders
pretending they told them but like him
you know of andres we are now super cole
super top but let’s do it we leave you
10 shirts and you see if they sell well
if not goodbye and thank you friends like
clearly good even to convince him
as soon as they left, they took all of them
friends who had to go buy
t-shirts and to ask continuously
the shirts then came back after ten
days he said how they were born
T-shirts have been snapped up amazing
you are in the order of the others then of there
they are enlarged and born in the others
Mayor shops look at each other
shop I have already taken are going to
steals and so they did not create this
network until the brand is then
exploded a trick is clearly not
that you can go on tricks but
it is an inspiration to always reason
how can I also alter perception
compared to what is a giant already
affirmed number 3 and lean on
shoulders of a giant
it has always struck me this very much
crisis our hires where we have a year
organized a whole train full of
start up
we did not have the money to organize
a train but we went by railways
of the state in however very smart
we said look we can
put the content we have the format
we have the right people, the experts
etcetera etc. the interesting theme
if you put the container then a
at that point we have an advantage
mutual and eventually came a
excellent initiative we were not one
little start up we did the idv
behind a giant to have a
benefit of communication because everyone
the media the night print moves one
big player how to make you of the state
clearly number 4 and try
to play a surprise card a
example that is always in my mind
pongistic rod can not do mine
small examples 20 onwards the first tournament
that I did as a child abroad
played in the blue coast before the final
play against this player that
he always thumped throwing the ball
very high then threw very high
and served threw very high and served
launched very high and services arrive
20 equal to the fifth one was still played
this takes the ball to serve
look up and instead of launching the
high ball beats so always
looking up and I was a
naive child stop there waiting for the
high ball I used to go
always at the top
occasionally he made incorrect point like
we can surprise this goliath
what he does not expect or can not
make appearance connected to what not
he can make a big company and be
fast and tight from we know the
usual things but it affects me for example
that a reality like tesos collect 232
millions of dollars in two weeks e
to launch no potential competitor
of ethereal and from where they came out
these certainly known in the environment of the
insiders to the great
public to unknown mister because
that initiative but made them and not
made unicredit barclays because one
small moves quickly catches to the
flight the opportunity to many less constraints
and then to leverage that technique
number 6 is to analyze the
crack
if you analyze your opponent in one
sports what are its weaknesses
how can I put my point of
force on its weakness
take the tech industry as an example
any kind of software
platform today could be done
from facebook to google from apple from
amazon have no better resources
of all, however, because they do not
because maybe for google I will do
initiative that has only 100 million
users are not worth it for me for you
for us 100 meters users is not bad
that you say 100 million users lo
I declare to me it’s okay at that point you can
digging, we take the example in Italy
savior aranzull the last savior
I spoke to you about months ago
he took those niches from them
authors of the tutorials and became
market leader in Italy invoice
one and a half million 82 million
maybe this year has a super structure
slim are like three collaborators ie
he makes most of it in most
Italian media this to do
reflect last reflection is that
at the end of the day clearly for
ease we talk about competitions
compete for it but it does not make sense
think in these terms if there
we think
peter thiel says competition isfol usa
the competition for losers is logic
is that inevitably you must compete
with someone even if you find yours
perfect niche you invent yours
category bla bla bla is the truth that
in the end he always had someone a
compete with you directly or
indirectly but in a market you can
live well even if you’re not al
super top the effort then that often
it is not easy but and to remind us it is
that of not focusing on
competitors to focus on customers
once we have created ours
faithful customer community that appreciates
what we do
we did well in conclusion later
all these beautiful techniques me
I would like to be here to tell you
look at the next time and go to
compete against the giant enough that
you make it with one of these
techniques and the giant collapses the dura
truth instead is that nine times over
ten this giant takes us crushes
but this is the historical moment
better if you’re a little child in the world
of labor in the labor market
the next time you happen to
compete remember this sentence the
small and new big because maybe
maybe for once, maybe once
life will happen the echo the little that
becomes the new great perhaps because no
it might be you
a phrase of many years ago by now of seth
godin I’ve always found damned
enchanting the problem of this sentence
for so many years what was it that was one
phrase beautiful katy was washing her well
conscience but then it did not change much
nothing because in fact the great king
Galan of the small remained tapino today
but this sentence starts to be
incredibly potentially true
because because the little us in
general we have the technologies they have
we have big channels of
promotion distribution like
facebook and youtube snap etc. that there
allow you to reach hundreds of
millions of people potentially and
we can do all this without it
being colossi I want to say to me
it hits when I see companies like
craiglist manage to manage the year
last I think 60 million users
with 40 people but move back i
ten years how could you think of
manage 60 million customers with 40
people can then how do you
let’s see some methods to compete with
the goliaths if you are a small davide
number one technique is to go
the opposite of what the great man does
market leader
let’s make an example maybe you’re one
lawyer if he is a single is a young person
lawyer just got out of the exam fresh
he has the problem you have to compete maybe
with these great law firms and them
they have a thousand advantages compared to Terni
more money may have a tide of
customers then what is the opposite that you
you can take your place can be
to say that I follow instead only
five customers in a year but those five
customers beautiful indium belleli stretch with
an attention so maniacal the
I bring Pandoro in August at home
personally but because the pandoro
he asks another day with his friend yes
it’s only at Christmas I do not treat them like that
maniacally good that this every time
that speaks a little someone can not resist
do not speak well of the best row from
harbor and that in the stretch only 5 that in
that year and it just clearly does it in
pay even a little for example
stupid, however, we understood each other
a vertex opposite to that of the
leader because the number 2 is not that
all people want to buy from
number one from the market leader
they want to go to the restaurant more than
absolutely no fashion there is a beautiful one
slice of the market he wants to buy a
what is not used
I saw the interview very interesting
to the founder of a brand called
the hundred of a written dress that he
he told how they left for
make yourself interesting have gone with the
first shirts in a shop
magnets I do not remember where we are here at
these on our t-shirts and he has
said and two goodies the two founders
pretending they told them but like him
you know of andres we are now super cole
super top but let’s do it we leave you
10 shirts and you see if they sell well
if not goodbye and thank you friends like
clearly good even to convince him
as soon as they left, they took all of them
friends who had to go buy
t-shirts and to ask continuously
the shirts then came back after ten
days he said how they were born
T-shirts have been snapped up amazing
you are in the order of the others then of there
they are enlarged and born in the others
Mayor shops look at each other
shop I have already taken are going to
steals and so they did not create this
network until the brand is then
exploded a trick is clearly not
that you can go on tricks but
it is an inspiration to always reason
how can I also alter perception
compared to what is a giant already
affirmed number 3 and lean on
shoulders of a giant
it has always struck me this very much
crisis our hires where we have a year
organized a whole train full of
start up
we did not have the money to organize
a train but we went by railways
of the state in however very smart
we said look we can
put the content we have the format
we have the right people, the experts
etcetera etc. the interesting theme
if you put the container then a
at that point we have an advantage
mutual and eventually came a
excellent initiative we were not one
little start up we did the idv
behind a giant to have a
benefit of communication because everyone
the media the night print moves one
big player how to make you of the state
clearly number 4 and try
to play a surprise card a
example that is always in my mind
pongistic rod can not do mine
small examples 20 onwards the first tournament
that I did as a child abroad
played in the blue coast before the final
play against this player that
he always thumped throwing the ball
very high then threw very high
and served threw very high and served
launched very high and services arrive
20 equal to the fifth one was still played
this takes the ball to serve
look up and instead of launching the
high ball beats so always
looking up and I was a
naive child stop there waiting for the
high ball I used to go
always at the top
occasionally he made incorrect point like
we can surprise this goliath
what he does not expect or can not
make appearance connected to what not
he can make a big company and be
fast and tight from we know the
usual things but it affects me for example
that a reality like tesos collect 232
millions of dollars in two weeks e
to launch no potential competitor
of ethereal and from where they came out
these certainly known in the environment of the
insiders to the great
public to unknown mister because
that initiative but made them and not
made unicredit barclays because one
small moves quickly catches to the
flight the opportunity to many less constraints
and then to leverage that technique
number 6 is to analyze the
crack
if you analyze your opponent in one
sports what are its weaknesses
how can I put my point of
force on its weakness
take the tech industry as an example
any kind of software
platform today could be done
from facebook to google from apple from
amazon have no better resources
of all, however, because they do not
because maybe for google I will do
initiative that has only 100 million
users are not worth it for me for you
for us 100 meters users is not bad
that you say 100 million users lo
I declare to me it’s okay at that point you can
digging, we take the example in Italy
savior aranzull the last savior
I spoke to you about months ago
he took those niches from them
authors of the tutorials and became
market leader in Italy invoice
one and a half million 82 million
maybe this year has a super structure
slim are like three collaborators ie
he makes most of it in most
Italian media this to do
reflect last reflection is that
at the end of the day clearly for
ease we talk about competitions
compete for it but it does not make sense
think in these terms if there
we think
peter thiel says competition isfol usa
the competition for losers is logic
is that inevitably you must compete
with someone even if you find yours
perfect niche you invent yours
category bla bla bla is the truth that
in the end he always had someone a
compete with you directly or
indirectly but in a market you can
live well even if you’re not al
super top the effort then that often
it is not easy but and to remind us it is
that of not focusing on
competitors to focus on customers
once we have created ours
faithful customer community that appreciates
what we do
we did well in conclusion later
all these beautiful techniques me
I would like to be here to tell you
look at the next time and go to
compete against the giant enough that
you make it with one of these
techniques and the giant collapses the dura
truth instead is that nine times over
ten this giant takes us crushes
but this is the historical moment
better if you’re a little child in the world
of labor in the labor market
the next time you happen to
compete remember this sentence the
small and new big because maybe
maybe for once, maybe once
life will happen the echo the little that
becomes the new great perhaps because no
it might be you
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