Avis and 7UP each parlayed their secondary status into successful advertising campaigns. Mine that Bird beat 50-1 odds to win the Kentucky Derby.
The story of the underdog is endemic to American culture, which probably stems from our national story. We started as a dependency of the world’s greatest power, only to eventually assume that mantle for ourselves. Tap into this mythos, and you can create tremendous opportunities for yourself and your company.
Here are the top 5 rules for underdogs:
The wheel is always turning.
If you’re already tops in your field, congratulations. This post is not for you.
For whomever’s on top today, someone else wants to dethrone them. Historically unassailable IBM lost its prominence to Microsoft, a company founded by a college dropout tinkering in his garage.
If you’re the Bill Gates in that analogy, you’re not bogged down by bureaucracy and inertia. By being speedy and nimble, you can ultimately be unique and memorable.
A great story is worth more than a Super Bowl ad.
Susan Boyle became a sensation thanks to an unorthodox background coupled with a phenomenal voice.
What’s your story? Find a compelling way to share it with your potential customers but:
*Keep it optimistic. Victimhood is great for reality TV and Democratic conventions, but it weakens your brand. Your customers need to know you can solve your problems before they’ll give you the chance to solve theirs.
*Stay grounded. Customers want to do business with people they like and who are like them. Get your customers to buy into your story and they’ll become your biggest fans.
*Be honest. Embellishment is one thing. Recreating a history is something else. As your success grows, your competitors will work to discredit you. Don’t give them ammunition.
Forge your own rules.
Malcolm Gladwell wrote in The New Yorker about how playing by conventional rules of warfare gives a huge advantage to the favorite. He explains why the underdog should abandon conventional wisdom and instead play to its strengths.
For decades, every airline assigned you a seat and served you food. There were no law to that effect, that’s just how everyone did it. Until upstart Southwest Airlines realized they could just let people sit where they wanted and bring their own food.
By rejecting conventional wisdom, Southwest could prep its planes more quickly between flights. Less downtime meant more flights and more revenue.
Where is the gap in the services your competition offers? How can you fill it in a unique, profitable way? Imagine that your industry doesn’t exist, and you’re about to become the first company to deliver your product/service. What would you do differently?
Be passionate and inspire.
The Los Angeles Lakers might be a better team than the Orlando Magic, but I’d rather play for Magic coach Stan Van Gundy than the Lakers’ Phil Jackson. The latter is the embodiment of cool reservation, while Van Gundy is loud, enthusiastic and slightly erratic. He’s the pugnacious underdog who refuses to let go.
Your employees and customers need you to sustain and to translate your vision to solve their problems. To maintain your equilibrium, you need a clear written mission and vision statement. Brainstorm with other entrepreneurs, mentors and your employees to stay connected and energized.
Never give up.
“Success is the ability to go from one failure to another with no loss of enthusiasm.”
-Winston Churchill
Churchill maintained his optimism in the face of unspeakable evil. After defeating that evil, the British people rewarded him by voting him out of office. If one of history’s strongest leaders can withstand that, you can persevere whatever it is you’re enduring.
Every time you try something new, assess its effectiveness. Set a reasonable time and a realistic outcome, then act. Review your progress. If it’s negative, try something else. Repeat until success.
The goal is not to be the biggest, but to maintain your vision while serving your customers and employees. Make a life, not just a living.
Amen to keeping it positive. How on earth do people think anyone will want to even be around them … much less work with them when all they hear is complaining/whining!
Such a great article…..keep them coming!
I really enjoyed this article. My favorite part was the part about a great story being worth more than a Superbowl add and playing to your strengths!
Thanks Shawn. Love your avatar 🙂