Feb 13 • Share
CONTROL THE BOTTLE NECK.
He Didn’t Outspend P&G… He Outmaneuvered Them.
In 1980, Robert Taylor knew something most entrepreneurs ignore:
If your idea is good, giants will copy it.
He had developed liquid hand soap for home use. He also knew that if companies like Procter & Gamble decided to enter the market, they could crush him with distribution, advertising and shelf dominance.
So he didn’t compete on marketing.
He competed on supply.
He secretly purchased 100 million plastic pump dispensers. That was essentially the entire U.S. supply for a year.
Now the big brands could formulate liquid soap overnight.
But they couldn’t ship it.
That single move bought him time. Time became market share. Market share became leverage. Leverage became a $61 million sale.
That is guerrilla marketing.
Not louder.
Not flashier.
Smarter.
He didn’t try to win the advertising war.
He controlled the bottleneck.
Guerrilla Lesson for SKOOL
When you can’t outspend, out-position.
Ask:
• What is the choke point in my industry?
• What supply, platform, distribution or access lever could I secure first?
• Where are the giants slow because they are big?
Most entrepreneurs fight on the visible battlefield.
The real advantage is often invisible.
Inside the Creative Infusion Team, we don’t just build brands.
We study asymmetry.
Because sometimes the smartest move isn’t to shout louder.
It’s to quietly buy all the pumps.
— Dave
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CONTROL THE BOTTLE NECK.
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Creative Infusion Team brings bold thinkers together to spark guerrilla marketing, sharp strategy, AI and unstoppable momentum for your business.
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