Against The Giants: Small Biz Wins

Think beating big-box brands means slashing prices? Think again. We sit down with Sri Kaza, a seasoned strategist turned small business champion, to unpack how owners can outmaneuver giants with positioning, trust, and community—no coupons required. Sri’s journey from consulting and executive roles to leading a small-business lender gave him a front-row seat to what really drives resilience: relationships, not gimmicks.

We dig into why discounting attracts ghosts instead of fans, and how to build a customer base that shows up when it counts. From CrossFit-style community to a brilliantly curated convenience store beside a Tesla charger, we break down memorable examples of differentiation in action. You’ll hear how to communicate value, price with confidence, and design experiences people would fight to keep—so you stop racing to the bottom and start owning your niche.

The conversation also gets practical about navigating shocks. COVID and recent tariffs revealed a speed advantage small businesses rarely use: you can talk to customers today, pre-wire changes, test substitutions, and adapt without committees. We explore how to choose your customer, say no with conviction, and avoid self-sabotage on social media. Sri’s philosophy in Unconvention ties it together: align your business with your personal purpose, and profitability and fulfillment become reinforcing, not competing.

If you’re a founder, owner, or side-hustler craving a real playbook, this is a clear, grounded roadmap. Subscribe, share with a fellow builder, and leave a review with one shift you’ll make this week. Your community is your moat—let’s help you deepen it.

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