Let’s be honest. Most of the people in this world that pull for David are most likely triggering a defense mechanism on behalf of the underdog. In other words, due to sheer size and force, the House (Goliath) normally wins. Should we all realistically assume that the odds are in Goliath’s favor? Meh, probably. But in the case of GoDirect Trade, which is a genuine start-up built straight from the grass that got smooshed beneath Goliath’s size 32 shoes, being the little guy can become a serious advantage.


#1 Goliath isn’t exactly light on his feet.

Existing competitors that might seem “large and in charge” typically move as slow as the dinosaurs that once roamed the earth (and we’re talking brontosaurus here, not T-Rex). Contrary to popular belief, it’s not the large companies with gobs of resources and users that I’m afraid of. Rather, it’s the small start-ups that move with incredible agility both in development and innovation that scare the bejeezus out of me. Ten years from now, the #1 used aerospace marketplace will be the one that was curious enough to connect the right dots and fast enough to execute the right experience through incremental advances and trial-and-error.


#2 Unfortunately, Goliath typically comes with a lot of baggage.

Not only do the “Goliaths” of this world fail to move with enough pep in their step but when you really peer “underneath the hood”, it’s most likely a complete mess. Think about it, if you’re winning in this space today, it’s most likely from lasagna layered code dating back from the early 2000’s. Start-ups like GoDirect Trade are built with “open” architectures that enable a “black box” platform to integrate into a complex eco-system with standard APIs.

Ever hear of the expression, “Begin as you mean to go?” If you’re a parent, this means, if you let your baby sleep in your bed from the day you get home from the hospital, assume that kiddo will be sleeping between mom and dad for many, many years to come. In the case of used parts trading, this concept is fundamental to GoDirect Trade’s DNA. Every single seller that launches a storefront on GoDirect Trade has checked the proverbial box that says, “Hell yes! Sign me up for the digital revolution!” This is significant because the sellers on our platform are required to provide product images, price, and paperwork. GoDirect Trade’s expansion is predicated on only going “digitally forward” versus our main competitors that don’t set a high bar on its sellers. If you think it might just be a matter of putting a user-interface “face lift” on top of these old-school competitors, think again. This is where all that baggage hurts you. Imagine having 5,000 sellers on your platform and overnight, letting them know that everyone needs to go digital to sell online. Not going to happen. Not now. Not ever.


#3 This isn’t a popularity contest but let’s face it, nobody roots for Goliath.

Despite my note above about cheering for David as a defense mechanism to protect us from reality, the fan support you get from being the underdog shouldn’t be discounted. As the great Wilt Chamberlain once said, “Everybody pulls for David, nobody roots for Goliath.” GoDirect Trade is leading the way to a more efficient aerospace parts industry through an obsession with our customers and a commitment to sustainability. Our marketplace has a growing and passionate community behind us and we’ll need it to survive in the battlefields ahead.


To close out, being in a start-up is an exhilarating and terrifying experience on the daily. For reals. I never considered myself a courageous person and I certainly wasn’t in my crib contemplating world domination. However, after being in this start-up, I now realize that courage is something that we can all develop over time. We’ve seen the tough times that we didn’t think could get much worse—only to inevitably find it getting far worse. And yet, we’re managing to get through them. I’m no David and wouldn’t pretend to be but I do think it’s amazing how often you discover that the tough times aren’t so insurmountable after all.


If there’s a Goliath in front of you, that means there’s a David inside of you. Carlos A. Rodriguez



Let’s Talk Trade Again,