Mogens Møller presents how smaller companies can compete against larger competitors. He provides three key takeaways: 1) Don't just be an order receiver, help guide customers to the right product. 2) Know your customers by creating real personas. 3) Create "no-brainers" that make the customer's decision very easy. Møller then outlines a repeatable three-step process: conducting daily automatic emails, quarterly phone interviews, and biannual usability tests, in order to continually learn and improve the customer experience. By focusing on the customer through this process, smaller companies can outcompete larger competitors.