The Underdog Advantage is even more relevant and true than when it was originally published. The book is about a set of proven principles that win and build a winning attitude, character and culture in the most difficult circumstances. These are principles that drive your business, marketing and communication strategies and transform your company. And they can transform your career: Established and refined over centuries of military and political experience, these principles have worked on the battlefield and at the ballot box. For 25 years, business has been applying these principles globally to corporate strategy. They have been used to develop competitive strategies, crisis solutions and cultural changes.
Today, the advantages of the incumbent have diminished or even disappeared. In fact, consumers are empowered with a tsunami of instant information. And, as a result, the tried-and-true rules of mass marketing have been tried and are no longer true. According to David Morey and Scott Miller, two strategy consultants who have worked with Microsoft, American Express, Google, McDonald’s, Disney, Coca-Cola and Nike, it’s the underdog’s day. In The Underdog Advantage, Morey and Miller present insurgent strategy’s key concepts and show how to develop them into effective tactical planning.
THIS BOOK WILL TEACH YOU HOW TO:
BECOME AN INSURGENT:
Re-focus and re-energize your strategy, organization, and culture to increase profitability and success.
FOCUS ON CUSTOMERS:
De-brief cutting-edge methods to learn more effectively and efficiently from consumers to create an increasingly robust and profitable marketing dialogue.
RESEARCH LIKE AN INSURGENT:
Special attention is given to cutting-edge data analytic and research techniques and to tracking and predicting early adopter, soft support and hard support perceptions, behaviors and opportunities.
YOU WILL DISCOVER PROVEN PRINCIPLES FOR SUCCESS
Adopt the Political Campaign Model:
Mobilize and focus your organization. Understand what the election is all about, when “election day” is and what votes you have to move to win.
Do the Doable:
Focus on achievable, “momentum objectives,” and create a discipline that asks: “How is this dollar going to win a ‘vote’?”
Move the Movable:
Target only the votes you must and can move to win — so focus on attitude, not demographics, and utilize our Customer OS in your marketplace and in your company.
Communicate “Inside-Out”:
Sell your employees, partners, friends and family — and transfer ownership of your strategies from the inside out. This is a critical success strategy for powerful marketing—and we invented this approach.
Play Offense:
This is our grounding principle and the fuel for our award-winning books: Controlling the dialogue, driving change, and putting to work a core strategy to executive faster, better, and in ways that win.
