Co-existing With the Industry Giant 133 Chapter 9 Co-existing With the Industry Giant The Emotional Triggers That Repositioned a Service Business Some changes occur gradually. If you only look at what At other times, the competitive is, you might never at- landscape is rocked by a seismic shift. This is the story of a mid-sized tain what could be. --Anonymous independent moving company that found themselves in such a situation. When an industry giant introduced a revolutionary new way of doing business, it threatened this mid-sized company's very sur- vival. Emotional-trigger research provided the framework that en- abled them to compete. Lesson #6 Don't be intimidated. Bigger isn't always better. Times, hey ere A-Changin' T he Times , T he y W er e A-Changin ' There was a time, in the not too distant past, when small and mid-sized businesses could thrive on the basis of providing superior 133