A lot of smaller companies like to position themselves as being in a David vs. Goliath conflict with their larger competitors. We like to think that people want to root for the little guy. We also like to imply that in the end, we will stand over the fallen giant as we relish in our victory. We’re wrong.

The mistake that smaller companies make is identifying themselves as David. If you’re a smaller company, let me tell you right now, “You are not David!” To understand why I say that, let’s go to the source.

The battle of David and Goliath was actually the result of a larger battle between the Israelites and the Palestines. Both armies were encamped as the Philistines sent out Goliath as their champion. Goliath challenged the Israelites to send out their champion who would fight him as a representative of their army. There was a small problem, Goliath was about nine feet tall. He was a giant. So, no one from the Israeli army wanted to accept the challenge. Enter David, who was visiting the army camp to bring supplies to his brothers. David wasn’t even an official member of the army. Seeing the giant ridicule the Israelites and their God, David is incensed. He then volunteers to fight Goliath. Saul, king of Israel, offers his armor to David but he is not comfortable wearing it. David then goes out, without armor, and selects five smooth stones from the river as he approaches the Philistine. Goliath taunts the young shepherd, but David holds his ground and his faith in the God of Israel. As the giant approaches to attack, David runs toward him and pulls out a stone. He places it in a sling and hurls it at Goliath. The stone sinks into the Philistine’s head, killing him.

So, you can see why so many small companies enjoy this story. The little guy wins in the end. Problem is, you’re not the little guy. The customer is. In the story, David is not even a member of the Israeli army. He is a volunteer. So why did he fight Goliath? Here’s a few lessons we can learn:

1. It was personal.
David hears Goliath ridicule not only the Israeli army, but David’s God as well. He takes that personally and decides this is a battle he wants to fight. Would he have fought if Goliath had only insulted the army? Maybe, but the insults against David’s God were what truly incited him.

What is your company’s Goliath insulting? Is he merely challenging your company, or is he spitting on your values, your core belief, your cause? A customer isn’t as interested in preserving your company as he is interested in preserving your cause or values. Apple enthusiasts don’t defend the company, they defend “insanely great” products that enable them to attain a higher level of experience than they expect from other PCs and hardware. Southwest Airlines customers don’t defend a company, they defend a customer friendly experience that they don’t believe they’ll get from the other airlines.

I’ve heard that if Starbucks closed its shops, a lot of people would go crazy.
Philip Kotler

If you don’t have a cause, then don’t expect customers to ride up on a white horse to defend you.

2. David wasn’t comfortable in the armor.
Don’t try to make customers wear the same uniform as your employees. Invite them into your camp, but don’t try to make them be like your soldiers. They’re different. They don’t necessarily want monetary compensation, in fact they might be insulted by it. Instead, give them recognition as a champion of your cause. But let them stay in their customer clothes.

3. David used an unorthodox weapon, a slingshot.
Let your customers use what they’re used to using. Most of the time it will be the spoken word in their sphere of influence. Encourage your customers to advocate the cause to their friends and family. The competition may scoff at this, as Goliath scoffed at David. But that arrogance may be what leads to their demise. Find out what your customers are already doing that presents an opportunity. If you ask them to change too much of their lifestyle, then you might lose them as an advocate.

So, don’t forget:

The customer’s the champion.
They’re more interested in your cause than your company.
The bigger they (your competition) are…