Guerrilla Warfare

The strategy of a weaker force using unconventional tactics—hit-and-run attacks, local knowledge, speed, and flexibility—to offset a stronger opponent's advantages in resources and conventional power. In business: startups using agility, niche focus, and unconventional approaches to compete against resource-rich incumbents. The guerrilla doesn't fight the conventional war the incumbent is optimized for—they fight a different war that neutralizes the incumbent's advantages. Speed versus resources. Flexibility versus scale. Surprise versus predictability.

When to use it

When competing against significantly larger or better-resourced opponents; when conventional competitive strategies would put you in a resource war you'd lose; when speed and flexibility are more available than capital and scale; when the market has niches underserved by incumbents.

How it can help

When competing against a stronger opponent, never fight their war—fight yours. Identify what advantages your smaller size gives you: faster decision-making, closer customer relationships, willingness to take risks the incumbent can't, and ability to serve niches too small for them to notice. Attack where they're weakest and retreat before they can bring their full force. In practice: launch in a niche the incumbent ignores, iterate faster than they can respond, and build a loyal base before they recognize the threat. Never engage in a resource war you can't win.