The Right (And Wrong) Way To Harness Your Company's Underdog Status

Fighting against long odds can be a powerful motivator and a smart marketing move, if you do it properly.

Fighting against long odds can be a powerful motivator and a smart marketing move, if you do it properly.

Everyone loves an underdog—the person or group that's expected to lose but somehow manages to pull through. For startups and small companies taking on big competitors, underdog status can be an asset. It can help you craft a "come-from-behind" narrative that strikes a chord with customers, and it can even ignite a sense of purpose and drive in your team members. But if you aren't careful, underdog status—or even just the perception of it—can do you in. Here's how to stay on the right side of that line.

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