It happens in every industry. A neighborhood produce market gets threatened by the new Whole Foods in town. Apple enters a market that a handful of startups were already disrupting. But, no matter how dire the situation may look, small companies can and should have a very clear edge on their Goliath competitors.

Take an example from the automotive industry. Ford was the first-to-market and seized a bulk of the early market share of drivers internationally. But companies like BMW have found an opportunity in luxury markets Ford can't touch. By seizing car owners who wanted their rides to scream 'luxury' a one-time little guy found success.

Being a small dog does not translate to weakness. It means you have different assets, like the ability to be fast, nimble and innovative without bureaucracy getting in the way. You have the unique ability to connect with customers and treat them like gods. No matter your industry, if you play your small dog role the right way, when the big dogs come knocking, you'll be ready to come out winning.