We all know the story of David and Goliath.  The slight Israeli shepherd boy who beat the giant Philistine Goliath with a slingshot.

But the story may not be what it seems on the surface.  And there’s a deeper marketing parable if you look for it.

Malcom Gladwell explains what’s really likely to have happened in this TED talk.

But to me there’s a deeper lesson.

Malcom’s description of Goliath could refer to any large unwieldy organisation that blindly throws its marketing dollars around hoping something sticks.  Their very size is their weakness.

But we’re David.  Small and nimble, we can outsmart industry heavyweights through strategically using targeted marketing methods which accurately reach out to and attract our ideal clients.

And we can test and measure quickly to figure out what works and what doesn’t giving us a far better ROI.

Watch it here.

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