Saying the statement "run uphill".

[mrdoornbos]

I heard a great quote the other day - "Run Uphill".

The context is that when you are a small company, it is much easier to compete with larger companies by running uphill instead of down, meaning you should do the hard things rather than chase the easy things like everyone else. Large companies have a hard time running uphill, but can be rolled downhill.

In english, "Run uphill" has a certain statement quality in on it's own depending on this inflection.

What's the proper way to capture "Run Uphill" in Japanese?

Thanks in advance!!!