Chapter 9Co-existing With the Industry Giant

The Emotional Triggers That Repositioned a Service Business

If you only look at what is, you might never attain what could be.


Some changes occur gradually. At other times, the competitive landscape is rocked by a seismic shift. This is the story of a mid-sized independent moving company that found themselves in such a situation. When an industry giant introduced a revolutionary new way of doing business, it threatened this mid-sized company’s very survival. Emotional-trigger research provided the framework that enabled them to compete.


Don’t be intimidated. Bigger isn’t always better.

The Times, They Were A-Changin’

There was a time, in the not too distant past, when small ...

Get Why Customers Really Buy now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.