attack on as narrow a front as possible," the authors
write. "This is an area where marketing people have a
lot to learn from the military. Where superiority is not
attainable, you must produce a relative one at a
decisive point by making skillful use of what you have.
The marketing army that tries to gain as much territory
as fast as possible by attacking all at once with a
broad line of products will surely lose in the long
philosophy here is simple: When you are not the leader
in your field, you can't possibly win by playing on the
same turf and using the same tactics as the leader.
Instead, you use the leader's strength to your advantage
by focusing your efforts on areas too insignificant for
them to bother with.
you won't succeed by trying to be all things to all
people. That broad-appeal, shotgun approach doesn't work
for indie bands and labels 99 percent of the time. Your
music won't connect with any one group of consumers
strongly enough to matter. That's why pinpointing areas
where the big players are weak is the best strategy.
that you're beginning to absorb this
their-weakness-is-your-strength attitude, I encourage
you to start coming up with ways you can use your small
size to your advantage.
else could you be playing live? Through what alternate
routes might you get media exposure? What types of new
retail outlets could you approach to sell your CDs? How
might you package your next release to make it
complaining about your lack of resources, and start
reframing your current situation into a position of
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