What emerging brands can learn from the biblical tale.
It’s a story for the ages—the biblical tale of a teenage boy confronting a fearsome giant warrior: David, with a handful of rocks and a slingshot, doing battle against Goliath, a towering, armor-clad reaper of death.
David won, against impossible odds, with one perfectly aimed rock finding the eye hole in Goliath’s armor. And, in so doing, he provided a lesson for the ages—a lesson that anyone, even a business, can profit from. Especially, small(er), emerging companies that are competing against marketplace “Goliaths.”
The biblical tale is a reminder that “small” can triumph over “big” like David did. If and only if, you have the “weapons” David had. Not rocks and a slingshot. No, David’s real “weapons” were all about clarity.
Clarity of belief, in what he was doing and why.
Clarity of faith, the faith to act upon his belief.
And, clarity of vision, the clarity to “see” an outcome before it happens, which “makes” it happen.
Clarity—and all its attributes—defines great achievers.
There’s one in business you’ll certainly recognize today. It’s a “company David” named “Chobani,” today’s best-selling yogurt, a company founded in 2005 by a native of eastern Turkey, Hamdi Ulukaya. Believing in the unique health qualities of Greek-style yogurt, Ulukaya bought a dilapidated former Kraft foods yogurt factory in upstate New York. Then he hired five employees and started creating his yogurt—and his vision—even though the Greek yogurt had little exposure in the U.S.
Two years later, Chobani first began appearing in some Long Island, NY supermarkets.
A year later, Chobani debuted a 60-second commercial during the opening ceremonies for the 2008 Olympics.
The rest is history.
Health-conscious consumers have increasingly embraced the smooth, less sugar/more protein and calcium Chobani yogurt. And today, Chobani is a “giant” with 34% market share in the U.S.—more than double that of Yoplait.
Clarity. Do you have it? Or are striving for it? You better, if you’re an emerging brand that wants to take on the “big guys.”
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