The Underdog Advantage

About the Authors

David Morey is the founder, president, and CEO of DMG, a leading strategic communications consultancy. He is also an adjunct professor of international affairs at Columbia University. Over the years, Morey has worked with numerous high-profile clients, including Microsoft, Coca-Cola, and The Home Depot. His expertise lies in strategic communication, and he is known for his ability to apply insurgent strategies to various business contexts.

Scott Miller is the president and founder of Core Strategy Group. He also founded the pioneering political consulting firm Sawyer/Miller Group. His corporate clients have included Citigroup, McDonald's, and Microsoft. Miller's experience in political consulting has shaped his approach to business strategy, emphasizing the power of insurgent behavior and strategic planning.

Main Idea

The Underdog Advantage presents a set of principles proven to build a winning attitude, character, and culture in the most challenging circumstances. These principles drive business, marketing, and communication strategies, transforming companies and careers. Drawing from centuries of military and political experience, these strategies have been applied to corporate strategy for the past 25 years. In today's information-rich world, traditional advantages of incumbents have diminished. Consumers are empowered and overloaded with information, leading to the rise of insurgent strategies. Morey and Miller, seasoned strategy consultants, argue that it's the underdog's day. They outline key concepts of insurgent strategy and how to develop them into effective tactical planning.

Table of Contents

1. Adopt the Political Campaign Model
2. Do the Doable
3. Move the Movable
4. Play Offense
5. Communicate Inside-Out
6. Forget Reality: Perceptions Rule
7. Herd the Details: Remember, Everything Communicates
8. Deal with Crisis as SOP (Standard Operating Procedure)

Adopt the Political Campaign Model

The political campaign model is a simple yet powerful framework that is easily understood at every level of an organization. It drives a company to settle for nothing less than a win over the competition by creating a bold and aggressive spirit. This model sets a clear "Election Day" finish line for every strategic goal, ensuring that results are measured in terms of wins or losses.

"Brands have to be elected to be part of the culture now." - Marc Gobe

This strategy is evident in companies like Red Bull, which uses "mobile energy teams" to generate word-of-mouth acceptance and "votes" for their product. By carefully building a core audience through deliberate stealth, effective low-cost spending, and grassroots marketing, Red Bull exemplifies the political campaign model in action.

• Red Bull dispatches mobile energy teams to various locations to create a buzz.
• The company's marketing campaign is methodical and low-cost.
• This approach has helped Red Bull build a loyal customer base.

Election Day

Every strategic goal in a company should have its own Election Day, where results are clearly defined as a win or a loss. This approach fosters a competitive spirit and ensures that every member of the organization is focused on achieving tangible results. The insurgent political approach has been successfully used by revolutionaries in politics, war, and business for centuries.