How to beat the Bigs

You can't beat the Bigs at their game. So look at what they aren't doing. Beat them at a different game. Do the things they can't or won't do.

1. Embrace star power

Bigs don't want people to matter too much. They tout process. If a key person leaves, the Big's mantra is - doesn't matter, the process was always the thing, not the people.

Boutiques can differentiate by putting people first, encouraging founders and key team members to tell their stories, build personal brands and find their tribe. People invest with people. Process matters, but people matter most.

2. Prioritize access

Bigs put layers of access points between their key people and investors. Only the biggest most important investors get access to the most important people at a Big. Everyone else should be happy talking to "client portfolio managers"

Boutiques can give early adopter investors access to founders and real portfolio managers. Real connections, real partnerships matter.

3. Niche down & specialize

Bigs want to be everything to everyone. What flavor of investing do you need? Yep. Bigs have that, and of course they're good at it - they're big.

Boutiques can specialize in the thing they are actually good at instead of feigning expertise and talent in all the things. Find your magic and stay in it.

“There is white space for Boutiques to step into. Let’s be brave enough to do it.”