Underdogs: Rules To Live By

Bigger isn’t always betters says marketing specialist Edmund Lawler in his book “Underdog Marketing: Successful Strategies for Outmarketing the Leader.”

Smart underdogs, says Lawler, use their smaller size to motivate employees. The book cites MCI as one of the best examples of the underdog, competing against AT&T.

“It’s easier to convince your employees that what we’re doing is more than just a business,” said MCI President Timothy Price.

Among the principles Lawler says underdog marketers use to outmaneuver the leader:

Rarely challenging the leader to a price war.

Taking on the look of a market leader through signage, advertising and other means.

Creating a distinctive - often youthful and brash - personality.

“Unlike market leaders, which are often hamstrung by tradition and unwieldy bureaucracies, underdogs are close to the ground and quick to market,” Lawler writes. “They love the thrill of risk and innovation.”