It is the Size of the Fight in the Dog that Matters

It is now a cliché. I first heard it from a high school football coach more decades ago than I care to recall.

“It is not the size of the dog in the fight that counts,” the coach said. “What matters is the size of the fight in the dog.”

The principles in The Underdog Advantage build winning attitudes and character. According to authors David Morey and Scott Miller, these principles can drive your business, marketing and communications strategy. Today the incumbent, the authors say, has fewer advantages. Consumers are flooded with instant information. As a result they feel overloaded. The traditional rules of mass marketing no longer are no longer valid. In this book the authors present the key concepts of the insurgent’s strategy. They also describe how to develop them into effective tactical planning.

Using the model of a political campaign, the authors, illustrate the attitudes required for today’s business environment. On Election Day you either win or lose. That reality frames an organization’s objectives. It creates a bolder, aggressive sprit that focuses the organization on nothing less than total victory.

Overpowering force may still dominate markets, but it is an expensive way to win. The authors note that insurgent strategies will help your organization gain ground, satisfy customers and keep happy, more productive and committed employees. ( )