Every business, product or service — including yours — has some advantages and some disadvantages. More often than you might imagine, shrewd marketing can turn a perceived disadvantage into an advantage. Are you smaller than your chief rival? Do you offer fewer choices? Position yourself as a niche or specialty provider who digs deeper, and whose offerings are less numerous but more focused and advanced. Why not list your competitive disadvantages (everyone has them) and brainstorm ways to turn them to your advantage?