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This is how I would do it.
We don’t need to be as big as them as we don’t do a lot of stuff they do (e.g. audit, tax, assurance). We also have a flatter organization and easy access to key stakeholders which helps us be much more nimbler — very important in this business now. Lastly, we are very selective on the talent we bring in and run a lean shop which makes it easier to have the right talent for hot topics much faster than our peers.
We see smaller startups disrupt industry behemoths and we follow the same ethos.
Maybe you have a more tailored approach rather than plug and play solutions which many of the bigger firms have? Then mention examples where similar clients as them have chosen to work with you over Big 4, or where maybe they started with Big 4 but were unhappy and then found you.