Quick, tell me your company’s brand positioning statement in 12 words or less. If you recited it clearly and without hesitation, stop reading this article and go pour yourself a drink. The rest of you…

Like a weighted elbow to a stubborn muscle knot, Challengers know where to focus their energy to achieve maximum results. Whether it’s a before-purchase social post, a point-of-sale poster or a memorable thank you email, knowing how to get (and stay) in touch with your customers is the key to building brand loyalty that lasts.

There! On the sidewalk! It’s a scooter… it’s a nuisance… it’s a Bird, and it’s the hottest transportation solution since Uber. Bird is a Santa Monica transportation startup that’s currently flying high with a $400 million valuation and thousands of users from California to DC.

What does your company exist to do? No, not the product you sell. What does your company stand for? If you can’t answer that question definitively, it’s time to think about your purpose.

Unless you’re fat, happy and alone at the top of your category, you’re likely battling giants of some kind. You’re a challenger. You’re forced to turn constraints into opportunities by outthinking the competition.