Great brands challenge the status quote, and they fight for it. No one created a great brand by being a copycat. Fight for what you believe in.
"If the big companies did everything right, there wouldn't be room for us," says Mike George, CEO of Trisura. Small and mid-sized companies, like Trisura, have an opportunity to compete and win against the giants of their industry. They create a David vs Goliath story by finding areas where the giants are lacking.
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