Page 23 - The Bootstrapper Bible

ChangeThis products, slowly but surely steal more and more of the big guyʼs business. Focus on one client at a time. By the time the other guy catches on, itʼll be too late. • SELL TO SOMEONE ELSE. Either to companies that donʼt already have a relationship with your target customer or to someone in a different department at your target customerʼs company— someone who doesnʼt know sheʼs supposed to buy from any particular vendor. This strategy works at home too. For example, Saturn found that by marketing its cars to women, it could grab market share that might have automatically gone to Ford if the car-buying decision for couples had been up to the man. 5 GREAT EMPLOYEES. Not every employee is searching for great reputation, stability, and high pay. Amazingly enough, there are lots of people who would prefer a great adventure, stock options, flextime, a caring boss, a convenient location, or a chance to grow without bureaucracy. By focusing on what you offer that the big guys donʼt, you can capture your own share of greatness. This manifesto, like most business books, may seem a little intimidating. Itʼs filled with countless things you must do right and countless things that can go wrong. In fact, you may feel like giving up. | iss. 6.01 | i | U | X | + | h 23/103 f