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Push Your Larger Competition onto Thin Ice

The once small Baidu has overtaken Google as the dominant search engine in China. Not because they had a bigger marketing budget or better search indexing technology, but because they understand the Chinese language better. In a region where most people can’t remember how to spell Google, this was a point that Google couldn’t argue.

Move the Conversation to a Place Your Competitors Can’t Go

Whether it’s for cultural, political, or structural reasons, or because they don’t want to cannibalize an existing adjacent business. Look for fights they can’t afford to fight.