It may seem like a gargantuan task, but it is possible to compete with these Goliaths and capture a segment of their market.

So how do you do it?

Start small

If these companies are doing a great job at catering to the masses, they're probably doing an average job at serving each individual.

So they're not delivering an impeccable experience to anyone.

Think about it, you rarely buy a fancy cake or an cool new gadget at Walmart. You go for the premium option, the highly specialized store.

So, if you are David, where do you start?

1. Find an ignored or underserved segment of their audience

These people will become the early adopters and the advocates for your brand. Pay attention to them, what their underserved needs are, where they gather, and how they speak.

Your are now their ambassador, so put a flag in the ground and align your mission with their needs.

2. Create a product or service that fulfills their specific needs

Use Discord, Telegram, or any other channel to communicate quickly and directly with your advocates and gather feedback.

Be open to feedback and constructive criticism. Iterate, gather more feedback, then iterate some more. The goal is to bridge that gap between how things are and how they should be.

3. Position your brand in contrast with the Goliath

Double down on your strengths in relation to the giants in your industry. Add a bit of humor, irony in your messaging, and speak the language of your audience.

4. Make it easy for your advocates to spread your message

Remember, your mission is fulfilling their needs, so if you're doing a good job, they'll be eager to talk about you with everyone they know. Encourage them to engage with your brand and spread the word.

There are countless examples of Davids who successfully took down Goliath:
  • Apple's "Here's to the Crazy Ones" campaign in 1997
  • Netflix's success over Blockbuster in the early 2000's
  • Coda's campaign "Enough of this Sheet" - in relation with Google Sheets

So, to summarize: start small, find your tribe, identify your advantage and double down on it.

Do it correctly, and you'll gain ground and grow a loyal audience.