"You can't compare us to 'Company X', they're far larger"

Comparison is the thief of joy. And nothing steals joy from a founder quite like comparing their startup to an existing, often much larger player. Let's steal some joy in this opinion piece, shall we?

There’s something almost universal about hearing that line from founders: “You can’t compare us to Company X, they’re far larger!” It’s the lament of every early-stage startup and small business trying to carve out space in a crowded market. They’ll insist that because they’re not as big, they shouldn’t be held to the same standard as the industry behemoth who happens to be their closest competitor. But here’s the thing: I can compare you to Company X. In fact, I will. And guess what? Your customers are doing it too. All the time.

If you’re in the comparison game at all, congratulations—you’ve already won half the battle. Let’s talk about why.

Why the Comparison is Inevitable

First off, here’s some free therapy for the “don’t compare us” crowd: if someone is comparing you to a much bigger player, it means you’re on the radar. That’s called mental availability, and in marketing, that’s not just a win—it’s a big win. Mental availability means your name pops up in a consumer’s mind when they’re thinking about solving a problem, and in your case, they’ve apparently put you on the same playing field as the big fish.

So, maybe take a moment to celebrate that. Your scrappy little startup? It’s standing toe-to-toe with an industry giant in the minds of customers. That’s a strong position to be in, and the challenge is no longer about just being noticed. It’s about being taken seriously.

And here's the kicker: your customers don't care about your internal metrics, your limited resources, or the fact that you’re still operating out of a coworking space with questionable coffee. What they care about is how you stack up against their needs and expectations. They’re not going to give you a free pass because your competitor has a few thousand more employees or a much bigger marketing budget. If they see you as a viable alternative, congratulations—you’ve just been slotted into the comparison matrix.

Mental Availability: Half the War Won

So what’s the real issue? Is it that being compared to Company X feels unfair, or is it that the comparison is a reminder of the gap between where you are and where you want to be? Look, we’re not going to sugarcoat this: Company X has resources, scale, and (probably) a swanky office with artisanal snacks. But mental availability—the fact that people even think of you in the same breath as that giant—means you’ve already won half the war.

In marketing, awareness and salience are critical. People have to know who you are before they care about what you do. And if they’re comparing you to a much larger player, that’s a signal that you’ve broken through the noise. You’re in their heads. And when you're in someone's head, you’re just a short hop away from being in their shopping cart (or inbox, or CRM, or whatever funnel metrics you're tracking). So yes, relish the fact that you’re being compared to the giant in your field—it means the hard part is over.

What more could you ask for from your marketing team? Well, plenty, but that’s for another column. Let's focus on converting that mental availability into actual demand.

You're Competing Against More Than Just Company X

Here’s where it gets more complicated: you’re not just being compared to Company X, the industry leader. You’re being compared to everything.

Take a simple example: say you're building AI-powered customer support software. You might think your competition is limited to other companies with fancy language models. But in reality, your customers could compare you to an off-the-shelf chatbot solution. Or maybe they’ll consider just outsourcing customer service to a BPO. Or—get ready for this—they might do nothing at all.

Yup, you’re competing with nothing. Customers can always choose to stick with the status quo, postpone the decision, or simply decide that your particular problem isn't the one they want to solve right now. That’s a much tougher comparison to win because “doing nothing” doesn’t cost anything upfront and doesn’t require convincing anyone.

So yes, I can compare you to Company X, and so can your customers. But don’t lose sight of the fact that they’re also comparing you to everything else they could be doing with their time and money. Your job as a founder isn’t just to be better than the big guys—it’s to be the best option overall, including the option to do nothing.

The Comforting Myth of the Big Bad Giant

There’s a certain comfort in telling yourself that comparisons to larger players are unfair. It’s an easy excuse. “Of course they’re winning—they’ve been around for longer, they have more money, more resources, more people!” But let’s be real: the market doesn’t care. In fact, the market doesn’t even know. To your customers, all they see is whether your solution solves their problem as well (or better) than the alternatives. Scale might give Company X advantages, but it also gives you something they don’t have: agility.

You’re the nimble speedboat, darting around the lumbering oil tanker. You can pivot faster, test ideas quicker, and directly respond to customer needs in a way that a large company often can’t. Yes, they have resources, but they also have bureaucracy, legacy systems, and endless internal meetings about meetings. Meanwhile, you’re over here shipping new features and iterating on customer feedback before Company X even schedules their kickoff call.

That’s your edge. Don’t fight the comparison—lean into it. Show your customers why the “little guy” often wins by being faster, more responsive, and more innovative.

Own the Comparison: It's Your Chance to Differentiate

Let’s say a potential customer is comparing you to Company X. That’s a golden opportunity, not a problem. This is your chance to highlight what makes you different and, dare we say it, better.

Maybe your product offers a more personalized experience, or you’re more focused on customer success. Maybe your pricing model is more transparent, or your onboarding process is less of a nightmare. Whatever your unique strengths are, now is the time to hammer them home.

Your goal isn’t to beat Company X at their own game—it’s to show that you’re playing a different game altogether.

When customers compare you to a giant, it’s because they’re weighing their options. That’s the moment when you need to show why you’re not just “a smaller version of Company X,” but rather, the best fit for their specific needs. Be the better choice, not the bigger one.

The Real Question Isn’t Size—It’s Value

Let’s address the elephant in the room: size matters, but not in the way you think. Sure, larger companies have the luxury of scale, but they often lose the ability to offer the same level of value to individual customers. They’re caught in a volume game, which leaves gaps for smaller players like you to step in and deliver superior, tailored experiences.

Your customers aren’t always looking for the biggest solution—they’re looking for the one that provides the best value. The one that gets the job done with the least amount of friction. The one that feels like it’s built specifically for them, not for the masses.

So yes, comparisons are inevitable. They might even feel daunting. But they’re also an opportunity. If you focus on delivering more value, creating a better experience, and staying nimble, you’ll find that being compared to Company X is just another step on the path to winning over your market.

Conclusion: Steal Some Joy, and Then Some Market Share

Founders, let’s stop pretending we can’t be compared to the larger players. You’re in the same market, you’re solving the same problems—of course you’re going to be compared. But that’s not something to fear. It’s something to embrace. It means you’re in the game.

Now, use that comparison to your advantage. Show why you’re not just “a smaller version of Company X,” but a faster, more customer-focused alternative. And while you’re at it, steal some of that joy back by converting that comparison into an advantage, not a disadvantage.

Who knows? Maybe the next time someone compares your scrappy little startup to a much bigger player, they’ll come to the conclusion that size doesn’t always matter.