The USA lost Vietnam.

The most powerful military in history, an unlimited budget, total air superiority.

Lost to farmers with old rifles.

Why?

Because those farmers played a little different.

No base targeting, supply line cutting, or generals captured...

They stayed patient and outlasted an empire.

The insurgent wins by not losing. The empire loses by not winning fast enough.

This is how start-ups win.

Big companies have everything. Millions in budget, distribution, brand recognition, armies of engineers.

What can't they do?

They can't care about 1,000 customers.

They need six months to change anything.

Their processes play against them.

They optimise for everyone.
You optimise for someone.

And that someone tells another someone.

Who tells another.

Until you're not small anymore.

Because the war was never about becoming them.

It was about playing in a way they can't.