Make Them Disappear: How Family Businesses Can Outshine the Competition

Competition in business is like noise at a family dinner.

It gets loud, messy, and everyone’s fighting to be heard.

You can try shouting louder than everyone else.

Or you can move to a bigger table where their noise becomes irrelevant.

That’s how you shrink your competition.

1. Build the Tallest Tower

Imagine a small bakery on the high street.

They’re worried about a new bakery opening down the road.

The new bakery’s cheaper.

It’s flashier.

So, what do they do?

They don’t fight on price.

They fight on reputation.

They double down on quality.

They make their bread so good that everyone talks about it.

While the new bakery shouts about discounts, the original bakery quietly becomes the place for bread.

It’s not about knocking down the competition’s tower.

It’s about building yours so tall, theirs looks like a shed.

2. Flip the Script on Criticism

Criticism is like bad weather.

It’s coming whether you like it or not.

But here’s the trick.

Use it to your advantage.

Take L'Oréal, for example.

They’re a global giant, but they still face criticism—high prices, beauty standards, and so on.

Instead of hiding, they embrace it.

They say, “Yes, we charge more because we invest more in quality and innovation.”

By owning their flaws, they turn a weapon into a shield.

Family businesses can do the same.

A restaurant accused of being “old-fashioned” could say:

“Old-fashioned is what makes us authentic.”

Or a boutique labeled “too expensive” might respond:

“Because every piece is handmade, just for you.”

When you own the narrative, you own the fight.

3. Drown Them Out with Presence

Think of your market like a crowded swimming pool.

Everyone’s splashing around, trying to make a wave.

How do you get noticed?

You don’t splash harder—you take over the pool.

Family businesses can do this by owning their niche.

A bespoke furniture maker doesn’t need to compete with IKEA.

They just need to dominate the space for people who want handcrafted chairs.

And it’s not just about quality—it’s about visibility.

Show up everywhere your audience looks.

At craft fairs, online forums, and even on social media.

If you’re there often enough, your competitors disappear into the background.

4. The Power of Quiet Confidence

Sometimes, shrinking your competition isn’t about being louder.

It’s about being unshakable.

Winston Churchill was once threatened by Charles de Gaulle.

De Gaulle hinted he might withdraw French troops during the war.

Churchill didn’t flinch.

He simply said, “Each time he threatens to resign, the difficulty is stopping my lips from saying ‘Goodbye, Charles.’”

With one line, Churchill shrank him to insignificance.

Family businesses can adopt this mindset.

Don’t engage in petty battles or price wars.

Focus on your mission.

Build your reputation.

And let your actions speak louder than their words.

Because when you’re at the top, you don’t see who’s nipping at your heels.

The Bigger Picture

Shrinking the competition isn’t about destroying them.

It’s about making them irrelevant.

A family-run village shop doesn’t need to take on Amazon.

They just need to be the place for their community.

And a global family brand like L'Oréal doesn’t need to squash every rival.

They just need to be so iconic that competitors fade into the background.

Remember:

You don’t have to be the loudest.

You just have to be the one everyone listens to.