The Underdog Advantage by David Morey, Scott Miller (2004, Hardcover)

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