Sun Tzu on hitting where they aren’t looking
“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. Customers still choose the bigger brand. You invest more in ads. 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 the feeling. It’s exhausting. Sun Tzu reminds us that 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. Create value where others have overlooked it.
Find the gaps no one else sees
Most businesses follow the crowd. Same customers. Same strategies. Same services. The real opportunities come from looking where others aren’t.
Four places to look for gaps:
Service gaps. What customer needs are partially served or completely unmet? Common complaints and frustrations. Feature requests that competitors ignore. Industry forums and social media surfacing recurring pain points.
Demographic gaps. Which customer segments are underserved? Age groups overlooked by mainstream offerings. Income levels not well-served. Cultural or linguistic communities lacking tailored services.
Geographic gaps. Where are services lacking or inadequate? Underserved neighborhoods. Areas with unique needs not met by standard offerings.
Technological gaps. What technical solutions are missing? Integration problems between existing tools. Automation opportunities in manual processes. Accessibility needs not addressed.
A bookstore I know was struggling to compete with big-box retailers that dominated the market with bestsellers and discounts. Instead of trying to match prices, the owner focused on a market the big stores ignored — local authors. She built an entire section for independent writers. Hosted book signings. Created personalized recommendations for readers. Over time she developed a fiercely loyal customer base that national chains couldn’t replicate.
The biggest businesses ignore entire markets because they seem too small, too specific, or too hard to scale. For a small business, that’s where the advantage lies. What they overlook, you can own.
Write down the last five customer complaints you’ve heard about your industry. Pick one gap that no competitor is solving. Outline a simple way to test demand for a solution this week.
Use the marketing channels they overlook
Many businesses focus on the same paid ads, the same social media platforms, and the same marketing playbooks. Real leverage comes from finding the channels your competitors aren’t using effectively.
A small HVAC business owner I know looked at his ad costs and realized he was getting buried under bigger competitors bidding for Google and Facebook campaigns. No matter how much he spent, he was always outbid. Instead of doubling down, he shifted his focus to Nextdoor (where homeowners actively searched for local services) and sponsored Little League teams and community events. Before long, his name was everywhere in the neighborhood. Not on a screen. On the backs of jerseys and community bulletin boards. Within months he was the go-to company in town, earning trust the big competitors couldn’t buy.
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.
Look at where your competitors are NOT showing up. Is there an untapped channel — local partnerships, niche platforms, underused social networks — where your business could stand out? Test one this month.
Go where your ideal customers already gather
Building an audience from scratch is slow and expensive. Go where your ideal customers already gather.
A yoga studio I know wanted to grow membership but struggled to compete with big-box gyms offering rock-bottom prices and 24/7 access. Instead of trying to out-market them, the owner partnered with a few local bed-and-breakfasts to offer weekend retreat packages. Guests got morning yoga sessions, guided meditation, and healthy breakfasts — all included in their stay. The partnership introduced the studio to travelers looking for a wellness getaway, many of whom became long-term members after returning home.
You don’t have to build everything from scratch. The right partnerships and existing communities fast-track growth.
Identify a business, influencer, or community that already reaches your ideal customers. How can you collaborate? Reach out to one potential partner this week.
Create an offer they can’t or won’t match
Most businesses compete by offering similar services at slightly better prices or with small differentiators. Create an offer that’s fundamentally different.
A landscaping company I know found itself in a price war with other lawn care companies. Each undercutting the other to win seasonal contracts. Instead of playing that game, the owner introduced a “Four-Season Yard Care” membership. For a flat monthly fee, customers received year-round service. Spring planting. Summer maintenance. Fall cleanup. Winter snow removal. Homeowners loved the simplicity and predictability. He built long-term customer relationships instead of scrambling for one-off jobs.
The strongest competitive advantage comes from offering something unique. Not being a slightly better version of the same thing.
What’s one way you could change how your product or service is delivered to stand out? A subscription model. A unique guarantee. A different pricing structure. Brainstorm one change and test it with a small group of customers.
Focus on a niche others overlook
Many businesses try to serve everyone. The most successful ones specialize.
A tech support company I know started like most IT firms, offering general support to small businesses. Instead of trying to serve everyone, the owner noticed that local bed-and-breakfasts and boutique inns struggled with managing guest Wi-Fi security, online booking systems, and digital payment protection. Larger IT firms overlooked these businesses, considering them too small to be worth the effort. The company leaned in. They became the go-to provider for cybersecurity and tech support tailored specifically for independent inns. Word spread. Soon they were the trusted name for small-town hospitality businesses looking to upgrade their technology without losing their personal touch.
Broad businesses struggle to stand out. Specializing makes your business the first choice for a specific group of customers.
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
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 owners struggle because they fight the hardest battles. 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?
About the Author
Ron Tester is a physical therapist with thirty years in the field. He built, grew, and operated a multidisciplinary home health company employing PTs, OTs, and SLPs through a successful exit. He now coaches outpatient PT, OT, and SLP clinic owners on operating at the owner level. Certified Executive Coach and Book Yourself® Solid Coach. Learn more at https://rontestercoaching.com/about.