Beer

…related advice. That’s right, free beer related advice about how middle market companies can go toe-to-toe with giant corporations and win.  Consider the case of craft beers.  The number of breweries in the U.S. has more than quadrupled in recent years.  Restaurants that once offered the choice of either American mega-brews or ‘imports’ are increasingly turning to a line-up of craft beers, many of them made in America by middle market breweries.  How are they able to compete with the big companies?

• Make a better product.  The bland American-style pilsners may appeal to the masses but they leave room for competition.
• Embrace your underdog status.  Turn their strengths (economies of scale, mass appeal) into weaknesses.  “They spill more than we produce” and what not.
• Work like hell.  Many successful craft brewers will tell you it was a lot harder than they thought it would be, but it was worth it.
• Be cool.  Get involved in your community.  Host fun events.  Associate with fun-loving adventurous types, musicians and the like.
• Use clever marketing tactics, something this blogger knows absolutely nothing about.

Most, if not all, of this free beer related advice applies to middle market companies in industries other than beer.