The Tasti D-Lite Way: Social Media Marketing Lessons for Building Loyalty and a Brand Customers Crave

CHAPTER 7Rolling with the Big Boys

The ability to learn faster than your competitors may be the only sustainable competitive advantage.

—Arie de Geus, Head of Planning, Royal Dutch Shell

Being competitive in a land of giants used to require really great ideas and deep pockets. While the Internet has served as an equalizer of sorts and the playing field is being leveled, the game is still on and the stakes are higher than ever. Good ideas are still required, but good stories are just as likely, if not more likely, to make an impact. Punching above your weight class in this environment has less to do with attacking the competition than with pursuing the hearts of customers. As you’ll see, however, having your people and platforms in place is ...