Outsmarting Goliath confronts this paradox: Many of today's consumers—potential customers—turn automatically to brand name products and services, forgetting that the well-advertised brontosauruses often deliver one-of-our-sizes-fits-all service and impersonal sales help. Yet a single phone call, a cleverly crafted letter, a stunning catalog, winning ad, or a well-prepared face-to-face presentation can change a customer's perception. In those crucial situations, the small up-starter can use the tips in this book to capture more clients and give Goliath a headache. Highlights include:Choosing a name and location that bolster consumer confidence, Projecting a big image without hiring more employees, Capitalizing on the Internet as an equalizer.

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"Anna Fields' narration captures the essence of the life coach….Practical in all respects, this little reference will make you and your small business grow exponentially."

DEBRA KOONTZ TRAVERSO teaches crisis management and prevention as an adjunct professor at Harvard University. She is a small business consultant serving as the small-business expert for Workingwoman.com. Her book, Outsmarting Goliath, provides strategies to help small businesses defeat larger competitors. Traverso is copresident of WriteDirections.com, a company that offers consulting and teleclasses in business and personal writing. She lives in the Washington, DC area.