What do we mean by “underdog?”
Written by rizen creative on March 27th, 2009 - 3:14pm, 0 comments
Our definition is simple. An underdog is a company (or brand or organization or division or group) who is:
- Ranked number two or lower in their industry.
and
- Uses ideas and action to outsmart vs. outspend their competitors.
Underdogs aren’t necessarily small. Apple is an underdog. And they can rarely getting away with spending $0. But they do need to be offensively, not defensively, minded. You can read more about our views on this by downloading “Underdogs: who they are & how they succeed” here.