Win Where Others Aren’t Competing
“Go into emptiness, strike voids, bypass what he defends, hit him where he does not expect you. To be certain to take what you attack is to attack a place the enemy does not protect.” — Sun Tzu
You lower your prices, but customers still choose the bigger brand. You invest more in ads, but they get drowned out in an oversaturated market. It feels like no matter how hard you try, someone else has more money, more reach, and more resources.
Most small business owners know this feeling all too well—and it’s exhausting. But Sun Tzu reminds us: You don’t win by fighting the hardest battles. You win by fighting where the competition isn’t looking.
Instead of trying to beat the competition at their own game, go where they aren’t looking, solve problems they aren’t addressing, and create value where others have overlooked it.
Find the Gaps No One Else Sees
Most businesses follow the crowd, chasing the same customers, using the same strategies, and offering the same services. But the real opportunities come from looking where others aren’t.
The Market Gap Discovery Framework
To identify promising market gaps, examine these four key dimensions:
- Service Gaps: What customer needs are partially served or completely unmet? Document common customer complaints and frustrations Track feature requests that competitors ignore Monitor industry forums and social media for recurring pain points
- Demographic Gaps: Which customer segments are underserved? Age groups overlooked by mainstream offerings Income levels not well-served by current solutions Cultural or linguistic communities lacking tailored services
- Geographic Gaps: Where are services lacking or inadequate? Underserved neighborhoods or regions Areas with unique needs not met by standard offerings Communities with distinct service preferences
- Technological Gaps: What technical solutions are missing? Integration problems between existing tools Automation opportunities in manual processes Accessibility needs not addressed by current technology
Example: Turning Pages Bookstore was struggling to compete with big-box retailers that dominated the market with bestsellers and discounts.
They systematically analyzed their market using this framework:
- Service Gap: Personal connection with authors
- Demographic Gap: Local writers lacking promotion channels
- Geographic Gap: Community events in walking distance
- Technological Gap: Online-offline hybrid experience for book discovery
Instead of trying to match their prices, Turning Pages focused on a market the big stores ignored—local authors. They built an entire section for independent writers, hosted book signings, and created personalized recommendations for readers. Over time, they developed a fiercely loyal customer base that national chains couldn’t replicate.
Key Insight: The biggest businesses ignore entire markets because they seem too small, too specific, or too hard to scale. But for a small business, that’s where the advantage lies. What they overlook, you can own.
Challenge: Write down the last five customer complaints you’ve heard about your industry. Pick one gap that no competitor is solving and outline a simple way to test demand for a solution this week.
Leverage Marketing Channels Your Competitors Overlook
Many businesses focus on the same paid ads, the same social media platforms, and the same marketing playbooks. But real leverage comes from finding marketing channels that your competitors aren’t using effectively.
Example: When the owner of a small HVAC business looked at their ad costs, they realized they were getting buried under bigger competitors bidding for Google Ads and Facebook campaigns. No matter how much they spent, they were always outbid. Instead of doubling down, they shifted their focus to Nextdoor (where homeowners actively searched for local services) and sponsored Little League teams and community events. Before long, their name was everywhere in the neighborhood—not on a screen, but on the backs of jerseys and community bulletin boards. Within months, they became the go-to company in town, earning trust the big competitors couldn’t buy.
Key Insight: The most effective marketing isn’t always the most obvious—it’s the one that gets you directly in front of customers with minimal competition.
Challenge: Look at where your competitors are NOT showing up. Is there an untapped channel—local partnerships, niche platforms, or underused social networks—where your business could stand out? Test one this month.
Go Where Your Ideal Customers Already Are
Building an audience from scratch is slow and expensive. A smarter move? Go where your ideal customers already gather.
Example: Summit Yoga Studio wanted to grow its membership but struggled to compete with the big-box gyms offering rock-bottom prices and 24/7 access. Instead of trying to out-market them, they partnered with a few local bed-and-breakfasts to offer weekend retreat packages. Guests enjoyed morning yoga sessions, guided meditation, and healthy breakfasts—all included in their stay. The partnership introduced Summit Yoga to travelers looking for a wellness getaway, many of whom became long-term members after returning home.
Key Insight: You don’t have to build everything from scratch. The right partnerships and existing communities can fast-track your business’s growth.
Challenge: Identify a business, influencer, or community that already reaches your ideal customers. How can you collaborate, partner, or tap into that existing audience? Reach out to one potential partner this week.
Create an Offer That Your Competitors Can’t or Won’t Match
Most businesses compete by offering similar services at slightly better prices or with small differentiators. A better strategy? Create an offer that’s fundamentally different—one that competitors either can’t replicate or won’t bother with.
Example: Evergreen Landscaping found itself in a price war with other lawn care companies, each undercutting the other to win seasonal contracts. Instead of playing that game, they introduced a “Four-Season Yard Care” membership. For a flat monthly fee, customers received year-round service—spring planting, summer maintenance, fall cleanup, and winter snow removal. Homeowners loved the simplicity and predictability, and Evergreen Landscaping built long-term customer relationships instead of scrambling for one-off jobs.
Key Insight: The strongest competitive advantage comes from offering something unique—not just being a slightly better version of the same thing.
Challenge: What’s one way you could change how your product or service is delivered to stand out? Could you offer a subscription model, a unique guarantee, or a different pricing structure? Brainstorm one change and test it with a small group of customers.
Focus on a Niche That Others Overlook
Many businesses try to serve everyone—but the most successful ones specialize.
Example: Briarwood Tech Solutions started like most IT companies, offering general tech support to small businesses. But instead of trying to serve everyone, they noticed that local bed-and-breakfasts and boutique inns struggled with managing guest WiFi security, online booking systems, and digital payment protection. Larger IT firms overlooked these businesses, considering them too small to be worth the effort. Briarwood leaned in, becoming the go-to provider for cybersecurity and tech support tailored specifically for independent inns. Word spread quickly, and soon, they were the trusted name for small-town hospitality businesses looking to upgrade their technology without losing their personal touch.
Key Insight: Broad businesses struggle to stand out. Specializing makes your business the first choice for a specific group of customers.
Challenge: Look at your current customer base. Is there a specific type of customer who loves what you do? Could you double down on serving them? Identify a niche market and develop one offering tailored specifically to them.
Your Next Steps: Compete Where Others Aren’t Looking
“Go into emptiness, strike voids, bypass what he defends, hit him where he does not expect you.”
Sun Tzu’s wisdom reminds us: Victory comes not from fighting harder but from striking where others aren’t prepared.
Here’s what to do next:
- Identify one opportunity your competitors have overlooked. What market, channel, or offer could you dominate?
- Find a new marketing approach that bypasses crowded channels. Where can you reach customers without competing head-to-head?
- Think beyond competing—think about carving out a space where you’re the only choice.
Most small business owners struggle because they fight the hardest battles. But the biggest wins come from finding the gaps, taking the open opportunities, and competing where others aren’t.
What’s one shift you can make today to start competing smarter?
