How can small business owners win the holiday season? By playing Steph Curry’s niche game

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Steve Strauss, Special to USA TODAY
Published 8:00 a.m. ET Nov. 1, 2018



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It’s not easy, but it’s possible if you take a grassroots approach to getting customers to notice you.
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So just what does Steph Curry have to do with small business? As it turns out, everything.

Here’s the deal: Curry was not supposed to be this good, this dominant, this amazing. But he is. What he did, how he did it and what he realized, you as a small business owner can do as well.

Curry was long an underdog; a little fish in a pond of much bigger fish (sound familiar?). Even though his dad, Dell Curry, had been a well-regarded NBA player, Steph drew no attention from any major college because of his height (6 feet 3 inches, two inches shorter than Dell) and slender 160-pound frame. In the end, Steph Curry went to little-known Davidson College in North Carolina.

In his first game, he had 15 points and 13 turnovers.

Curry stayed at Davidson for three years and developed into a terrific shooter. But he was once again not all that highly regarded due to the second-tier conference in which he played. Curry was taken by the Golden State Warriors as the seventh pick in the 2009 NBA draft, after such never-to-be-household-names as Hasheem Thabeet and Jonny Flynn.

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Things continued apace in the NBA. A fine guard, but certainly nothing special, by his third year, foot and ankle issues caused Curry to miss much of the season. He verged on being a washout.

But what Curry knew in his heart is that there was something about his business — err, game — that was unique.

He could shoot a 3-pointer better than anyone.

Curry was, at that time, a niche player with a niche skill. But rather than try and be like LeBron James or Kevin Durant, rather than to try and beat them at their game, Curry decided to double down on what he did best and make others try to beat him at his game.

And so began the revolution.

Curry started launching 3s from all over. Nonchalantly walking the ball up past the half-court line, he would let ‘em rip from spots on the floor heretofore reserved for last-second desperation. The incredible thing was, he w

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