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How insurgents rule markets today, and how your business can join the revolution
After over 25 years of working with top companies, David Morey and Scott Miller have found that the largest corporations are at their best when they act small--not as an arrogant incumbent, but a hungry insurgent. The Underdog Advantage analyzes the success of this model and shows how even great companies often stray from the insurgent path--and end up paying the consequences.
A battlefield manual for business leaders of every stripe, The Underdog Advantage uses fascinating and instructive case studies to explore insurgency principles and show you how to:
- Instill and maintain an underdog attitude and move faster, think smarter, and welcome change as an opportunity
- Develop hyperaggressive marketing, communications, and competitive strategies
- Create a down-and-dirty culture of insurgency and foster a winning attitude among all staff members
- Sales Rank: #977998 in Books
- Published on: 2004-06-18
- Original language: English
- Number of items: 1
- Dimensions: 9.40" h x .85" w x 6.50" l, 1.21 pounds
- Binding: Hardcover
- 288 pages
From the Author
Scott Miller cofounded the pioneering political consulting firm Sawyer/Miller Group in 1979. Along with the campaigns of scores of U.S. Senate and gubernatorial victories, Sawyer/Miller managed the campaigns of global revolutionaries such as Corazon Aquino, Lech Walesa, Vaclav Havel, Vicente Fox, and Boris Yeltsin. Miller is the author of Building Brandwidth with Sergio Zyman, One More Customer with Fran Tarkenton, and The Underdog Advantage with David Morey.
In addition to his work as vice chairman of Core Strategy Group, David Morey is chairman and founder of DMG Global. He is one of America's leading strategic consultants--and one of its most sought-after speakers. Morey has worked with some of the world's top business leaders, and advised five Noble Peace Prize winners and 16 winning global presidential campaigns, including Barack Obama's. His corporate clients include GE, Verizon, Pepsi, Mars, McDonald's, Microsoft, Nike, P&G, Disney, Visa, The Coca-Cola Company, TPG, American Express, NBC, and Samsung.
From the Inside Flap
How Underdogs Come Out On TopWhat do US Special Ops, Google, George Washington, Starbucks and Oprah Winfrey have in common?
They use the insurgent approach of The Underdog Advantage to win.
All of these examples live by boldness, imagination and a bias for action.
You and your business are in a constant battle for the hearts, minds and wallets of today's consumers. To succeed in this age of increasing clutter and competition, you've got to learn to develop the same opportunistic and aggressive strategies and tactics used by successful underdogs in politics, businessand on the battlefield - and never settle for anything less than the win, the whole win and nothing but the win.
From the Back Cover
What do US Special Ops, George Washington, Mao Tse-tung, Sparticus, Oprah Winfrey, and Apple Computers all have in common? In addition to boldness, daring, and a never-say-die attitude, they are among the most successful practitioners of insurgency tactics--the same tactics you need to succeed in your ongoing battle for the hearts, minds, and pocketbooks of today's consumers. To succeed in an age of increasing clutter and competition, you've got to learn to be use the same opportunistic and aggressive energy used by successful underdogs, and never settle for less than a clear victory. The Underdog Advantage shows you how.
Two of today's most sought-after political and business strategists, David Morey and Scott Miller, masterminded winning presidential campaigns for Vincente Fox of Mexico, Corazon Aquino in the Philippines, and Kim Dae Jung in South Korea, among other world leaders. They've engineered winning congressional and gubernatorial campaigns throughout the US. And they've helped a score of top companies--including Microsoft, Coca-Cola, Apple Computer, Nike, Disney, Verizon, Visa, McDonalds, 7-Eleven, and others--use insurgency principles to achieve or maintain leadership positions in their industries. In the Underdog Advantage, they analyze the success of the insurgency model and show how even great companies have strayed from the insurgent path and the consequences they paid. More importantly, David and Scott distill insurgency principles into a set of easy-to-follow techniques that you can put to work in your organization right away.
A battlefield manual for business leaders of every stripe, The Underdog Advantage uses fascinating case studies to explore insurgency principles and shows you how to:
- Instill and maintain an underdog attitude company-wide to move faster, think smarter, and welcome change as an opportunity
- Develop hyper-aggressive marketing, communications and competitive strategies
- Create a down-and-dirty culture of insurgency and foster a winning attitude among all staff members
- Continue to gain market share, achieve greater customer satisfaction and have happier, more committed and productive employees
In today's challenged global economy, no incumbent's victory is assured, and just about every company is an underdog. The Underdog Advantage shows what it takes to lead your company to market dominance and keep it there.
How insurgents rule today's markets--and how your business can join the revolution
Over the past quarter century, David Morey and Scott Miller have masterminded successful political campaigns and helped dozens of companies in everything from bio-tech to telecom to whiskey achieve and/or maintain market dominance. The most important lesson they've learned is that the largest corporations, like the most successful candidates, are at their best when they act small--not as arrogant incumbents, but hungry insurgents.
If you hope to prevail in today's fragmented, hyper-competitive markets you're going to have to learn to use the same strategies and tactics that helped the Founding Fathers beat King George, Microsoft beat Big Blue, and Starbucks to sweep the burgeoning market for designer coffee. And now The Underdog Advantage shows you how to:
- Develop aggressive marketing strategies that bring you to the forefront of the market
- Promote a tactical marketing model for organizations of every size
- Instill the underdog approach in every employee company-wide
- Create the revolutionary culture that propels companies to greater achievement--and visibility
No matter how big your organization or substantial your market share, The Underdog Advantage will help you harness the winning energy that can propel your image and your profits to the top of the heap.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Every dog has its day, and the day of the Underdog has arrived
By Rebecca Clement
In the frontier days of the Old West, a Smith & Wesson sidearm was called the "Equalizer" because it leveled the playing field for underdog pioneers who otherwise might not have survived the daily life-and-death drama of that period. Today, the authors of the book - "The Underdog Advantage" - believe that the underdog concept has transformed into a useable principles that can be successfully exploited across a wide range of endeavors including, military, political and business arenas. Soundview likes this book because the great equalizer today is information and access to that information via the Internet where cheaply-produced amateur content and products are available along side similar offerings from the traditional monoliths of commerce. The book helps codify the strategic overview and tactical execution that works best for the insurgent business owner. But it's just as necessary for anyone seeking to protect market share against the swelling ranks of the underdog.
1 of 2 people found the following review helpful.
Entertaining
By Vero
A smart, witty and compelling read...this book will have you charging to instill change in your company well before you've finished reading the last chapter.
The authors recommend simple steps to implementing sophisticated strategies such as "do the doable" or "move the movable". The case studies are persuasive and argue in favor of an offensive, no-compromise, approach to taking market share whether you're the leader in your space or the "underdog". The book will tell you who to enlist to win, why and how. Can a management book be inspiring? Yes.
Still what struck me the most is the writing style the authors' use which is as energizing and dynamic as the strategies they recommend.
7 of 8 people found the following review helpful.
A little disappointed.
By Stephen Sarakas
Sorry, I read just too many biz books to give this 5 stars. It does have one theme which is profound, as described by others above. So I will just say that, besides that, it seems to be a jumbled mess of miscellaneous content from elsewhere woven through and through with the same "just do it, win, win, win" and "go for it, win, don't lose". The content is not original and hardly gives the reader one lick of ideas for executing anything. The football and beer commercial references get old fast and after several chapters I began to wonder if these guys ever built a business from the ground up, or did they just go rah rah rah for someone else. Lots of hindsight ... so what.
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