In Bootstrap Business I go so far as to outline a landscape matrix that actually shows how to very deliberately get between several large companies and make sure you don’t infringe on their territory, while still eking out that little crack of opportunity.

I have deployed this countless times. There is; however, one danger. When the market starts to mature, sometimes the giants reaches down and pick up the scrap, and in the process–squish you like an ant.

Indeed, this happened to my team this week. Google released a new algorithm update and indeed it dramatically changed our channel. Simultaneously, another giant that we work with got up from the table. When the two big fat giant bellies hit each other we got squished in between. Needless to say, it’s very painful when that occurs, and it can actually be life threatening to the business.

In this situation, I believe we will recover, but it’s caused me to outline three distinct things that you need to do when deploying this type of opportunistic strategy.

1. Understand the giants eating patterns. How long do they eat? When is it time for them to move? In the case of Google, they release algorithm updates every so often. So, when you see the signs of movement you better get out from underneath their feet as they get up from the table.

2. Give yourself cushion either to the left or to the right. This means, have the ability to either push to your supply side or push to the customer side. If you get squished right between two giants with no place to move, you end up getting your margin squeezed, squeezed, squeezed.

Transactional businesses are wonderful, because they provide a repetitive income flow, but if you are not careful you can end up getting squeezed right to death. Either own the customer and control it, or make sure that you can control the supply cycle. I have discussed this principle many times and I have always stated:
-    Never maintain only one supplier.
-    Never rely on only one customer.

Well now I need to kick myself in the pants, because in the businesses currently getting squished, we basically have one supplier and one customer. That is always a precarious situation to be in.

3. Move from the table as quickly as you can. Once you get profitable, make sure you can then quickly move and transition to a place or a pocket where the giants aren’t quite as likely to rumble over the top of you. Once you’ve filled your belly, look for the exit door as quickly as you can.

I still contend that finding a really hot sector that is on a wave, where there are giants pounding the table, and where money and scraps are falling onto the floor–is a great strategy. Just beware there is a downside. I’m personally committed to using these opportunistic businesses to leverage and become viable quickly. Then I rapidly move in to more value transactional, longer-term engagement types of businesses. I encourage you to try it too.

The moral of the story is…keep your head up and your eyes open when you are sitting next to giants.

I grew up in a very peculiar environment. My father lost both of his eyes at the age of five and is completely blind. He is a brilliant man. After completely his schooling he served as the County Attorney for 36 years. If you got busted in our community you were going to jail.

My uncle was the mayor for most of the time I was growing up. I had two aunts that also lived close by and you’ve never had your ear chewed on or your arm twisted and bent until one of them got a hold of you.

I stepped into the party room and my Uncle Robert (the mayor) instantly cornered me and proceeded to tell me about a pipeline that was coming in and I remembered that I better put my A game on. You see, half of my family is extreme strong Republicans, the other half Democrats and there is no middle ground in this family. When you stepped into a dinner table in my family you had not only better have your logic lined up, but you better bring your A game with presentation. This indeed is a family of very strong opinions.

I watched with great delight as the head table, seated with all of these siblings (all of them over 85 years old) proceeded to table and espouse their views of the world. I took great joy in understanding of where I got my strong opinions.

I have two resounding thoughts that fall out of this little experience. The first is: Have opinions. Take a stand. Don’t be afraid to espouse and stand up for what you believe in. The reality is, it adds value and if you don’t do that, then you are nothing more than a flag flapping in the wind.

Here is the second. I have often stated (and many of you that have followed me, have often heard me state) “A stupid man never learns from his mistakes, a smart man learns from his mistakes, and a wise man learns from others mistakes.”

We need to pay honor to the sages in our lives. Those who have went before who have made a difference. Tonight I was able to sit around with this group of individuals and watch with great interest as they espoused their views and beliefs and indeed through my life I have been able to learn much from these great individuals. I pay respect and honor to my Uncle Dan on his 90th Birthday. I honor my Aunt Louise and for her feisty, dog-headed determination. I honor my brilliant wonderful father and my Uncle Robert and those uncles and aunts that have went before me.

We need to make sure that we honor and pay respect for those that have knowledge that we can learn from.