Master Leeper owned a carpet cleaning company years ago. A competitor had worked out a scheme of getting a hold of his bids for cleaning restaurants and then underbidding them by a small sum — taking the jobs and skipping the expense of driving around, measuring, assessing, and giving quotes. Master Leeper’s response, he went to all of those places and gave them a new quote — just a little under exact cost. He followed the competing company’s vans and found many of their customers. He offered the same deal to their established contractors. He lost a good deal of weight, literal weight. He risked a lot, spent savings, borrowed money, but he managed to choke the other company out.

While this story is a clear-cut win, strategically and morally, not all situations work out so cleanly. In the rest of this chapter we’ll look at:

• when and why to not take this approach
• how even winning can backfire in both obvious and sneaky ways
• comparing the decisive win to creating and expressing advantage

The rest of this chapter will become available following the success of this Kickstarter campaign.

Prev: Create & Express Advantage | Table of Contents | Next: Give Up But Take a Souvenir