In the Valley of Elah a seemingly unremarkable shepherd boy David faced down the nine foot behemoth Goliath. Goliath was a renowned warrior fully clad in bronze armour brandishing his “weaver rod” like spear. David on the other hand had no armour, no mighty sword, he was equipped with a simple sling and five smooth stones. The giant of the Philistines mocked and belittled David and thought him to be no threat. Yet, David knew something Goliath did not: sometimes being agile and underestimated is a major advantage. 

Design is full of its own “giants” with endless financial resources, creative teams that number like Roman legions and a who’s who of clientele. For the small studio owner these giants can feel just as intimidating as Goliath must have seemed to young David. 

However, for many of these large agencies their size isn’t always actually a strength. In fact, it can often be a crippling weakness.

Swift as the Sling

Bigger agencies have layers of bureaucracy to navigate when making decisions or looking to pivot on the direction of the project. Decisions made by committee running small minute changes by the creative director, accounts manager etc. A smaller studio can act on these client requests in hours not days or weeks.

This speed advantage compounds over time particularly in the design sphere where project goals, targets and vision can change multiple times. While larger studios are still trying to organise a suitable kick off meeting time that fits everyone’s google calendar the smaller studio is acting on the changes. In an industry where timing can be everything and deadlines are tight this agility can be invaluable to the success of a project.

Direct Access is Power

When working with a Goliath-esque agency your concerns can just be a drop in the bucket of their priorities.You are one of many clients and can easily become an afterthought. You will often find yourself talking to junior designers, account coordinators, or project managers—anyone except the senior talent you  thought you were hiring. The actual creative director might make a brief appearance at the pitch to hook you in, then ascend back to the mountaintop.

With a medium or smaller agency clients work directly with the founder, the senior designers and the real decision makers.There’s no game of telephone between decision-makers and doers, no dilution of ideas through layers of translation.This direct relationship creates something money can’t buy: genuine partnership. Clients aren’t just another account number in a vast portfolio; they’re a crucial piece of the studio’s story. This personal investment shows in every pixel, every color choice, every strategic decision.

Five Smooth Stones

So how does a small studio actually compete with the giants? David didn’t try to wear Saul’s armor, he knew it would only slow him down. Similarly, successful medium and small studios don’t try to out-resource the giants. Instead: 

Lead with personality. Your unique voice and approach are impossible for larger competitors to replicate. Let your personality shine through in your work, your process, and your client relationships.

Document your process. Clients are buying confidence as much as creativity. Show them exactly how you work, what they can expect, and when. Transparency builds trust faster than any corporate presentation.

Network strategically. Focus on building deep relationships within specific industries or communities rather than trying to know everyone. Quality connections beat quantity every time.

Partner when it makes sense. Don’t be afraid to collaborate with other small studios on larger projects. Together, you can take on work that neither could handle alone.

Become indispensable. Focus on solving one specific type of problem so well that clients can’t imagine working with anyone else. Be the studio that “just gets it” for your chosen niche.

The Stone That Finds Its Mark

The design industry loves to celebrate the giants—the massive rebrandings, the celebrity designers, the agencies with their own monographs. But for every Goliath making headlines, there are hundreds of Davids quietly doing exceptional work, building lasting relationships, and proving that sometimes the best solutions come from the smallest packages.

Your slingshot might be your speed, your specialisation, or your ability to care more deeply about each project. Whatever it is, embrace it. Often what clients really need is a shepherd to guide them and who knows how to aim precisely.