The Invisible Giant

You're an invisible giant if you're making good revenue by any objective standard, a lot of money, but you're nowhere close to the biggest players in your field. You're not number one or two. You could aspire to be number five someday. Maybe you're seven or nine or thirteen. Good revenue in absolute terms, small relatively.

There are typically two reasons.

The first is that you haven't figured out your strategy so that you can be number one or two in a category that matters to enough people to deliver really good margin.

The second is that you're making a lot of money and no one has heard of you. Every time your salespeople call a new potential customer, they have to explain: yes, we exist, we've been around twenty-two years and we have four thousand employees. And the answer is, really? How can you be that big and I've never heard of you?

Even if your strategy is right, you haven't done your messaging well. You might have picked a category and even excelled in it, but you haven't figured out how to say who you are and what you do. Or to show that you live and breathe and eat and sleep the customer's negative present, not just their positive future.

So you have a strategy problem, a messaging problem, or both.