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.
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.
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.
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About the Author
David Morey, founder, Chairman and CEO of DMG Global and Vice Chairman of Core Strategy Group, is one of America’s leading strategic consultants. He is the award-winning co-author of The Underdog Advantage (McGraw Hill), and has helped add hundreds of millions of dollars in revenue and value to a wide range of Fortune 500 companies. Mr. Morey has worked with some of the world’s top business leaders—and with five Nobel Peace Prize winners and sixteen winning global presidential campaigns, including those of the 44th President of the United States, Barack Obama. In global politics, Mr. Morey has advised Philippines President Corazon Aquino, Russian President Boris Yeltsin, Mexican President Vicente Fox, Korean President Kim Dae Jung, Korean President Park Geun Hye and many others . In business, Mr. Morey has worked with a range of successful start-ups and small businesses, and his corporate clients include GE, Bancomer, TD Ameritrade, CVS, Verizon, Pepsi, Mars, KPMG, McDonald’s, Microsoft, News Corp., Nike, P&G, Disney, Visa, The Coca-Cola Company, Linked-in, TPG, American Express, NBC, Samsung, Deloitte and many others. Over the years, Mr. Morey has served as Adjunct Professor of International Affairs at Columbia University and currently teaches at the University of Pennsylvania. Recently, he was Chairman of the Council on Foreign Relations’ Task Force on Public Diplomacy and served as Co-Chairman of the Fund for Peace. Mr. Morey was a four-time All-American Decathlon competitor, IC4A Champion and a member of several U.S. national teams.
Scott Miller is Chairman of Core Strategy Group and has worked with DMG Global for over twenty years. Prior to that, he was President and Founder of Sawyer/Miller Group, the pioneering political strategy firm of the worldwide electronic democracy. As one of the top strategic marketing and communications consultants in the world, Mr. Miller has worked with The Coca-Cola Company, News Corporation, Cox Newspapers Microsoft, Apple Computer, The Home Depot, Highfields Capital, McDonald’s, Disney, Dell Computers, CitiGroup, Janus Capital Group, Visa, Gap, Reebok, Exxon, Miller Brewing Company, 7-Eleven, The Tribune Company, Samuel Adams Beer and Stew Leonard’s. Mr. Miller began his career in advertising and subsequently become Executive Vice-President and Creative Director of McCann-Erickson USA. Among his account responsibilities were The Coca-Cola Company, Miller Brewing Company and Exxon. He won every major award for creative excellence, including several Clio awards and a Silver Lion at the Cannes Film Festival.