The Underdog Advantage: Using the Power of Insurgent Strategy to Put Your Business on Top - Hardcover

Morey, David; Miller, Scott; Morey , David; Miller , Scott

Hardcover

ISBN 10: 0071439196 ISBN 13: 9780071439190

Publisher: McGraw-Hill, 2004

Synopsis

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

About this title

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 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.

About this edition

• Publisher: McGraw-Hill
• Publication date: 2004
• ISBN 10: 0071439196
• ISBN 13: 9780071439190
• Binding: Hardcover
• Edition number: 1
• Number of pages: 288