Blog

From the Trenches

If Your Company is Taking on Goliath, Are You Resourceful Like David?

Will Davis | May 7, 2009

I just finished reading Malcolm Gladwell’s latest piece in The New Yorker, How David Beats Goliath: When Underdogs Break the Rules.  To no surprise he has once again hit the nail on the head.  Through both research data and elegant examples as varied to include the eponymous Biblical tale, 12 year old girls basketball, World War I’s Lawrence of Arabia and Digger Phelps’s Fordham Rams upsetting Dr. J’s UMass team, Gladwell reveals and reinforces his key point — When underdogs choose not to play by Goliath’s rules, they win…even when everything we think we know about power says they shouldn’t.  The article is a great read.

In the marketing world we see this with our clients every day, with underdogs triumphing over their own Goliath.  Disruptive startups that change things  – like Google changed the web — rather than those that mashup and wait for the quick sale.    Established businesses that decide TODAY is the day to do something different and throw out the old rules, like King Gillette giving away free razors so many years ago or Radiohead, Trent Reznor, and other bands that understand the value of no cost audience building.

So, if your organization is a “David” (or a “Lawrence” or “Digger”) what’s your plan to break the rules today?

 

Related Posts:

  • Mike Sweeney | August 7, 2008

    Are You Really LinkedIn?

    It’s amazing how much I’ve come to rely on LinkedIn.  Don’t get me wrong – I am  not a social media addict.  I don’t Twitt yet.  MySpace makes me nervous.  I use Facebook, but primarily because I have some clients that are obsessed with it as a business tool.   LinkedIn is different – it’s […] read more

  • What Belongs in Your Messaging Guide
    Mike Sweeney | September 26, 2014

    Messaging Before Content: What Belongs in Your Messaging Guide

    Stay on message. The phrase is often used in politics and by politicians, some of whom — even the most skilled and polished — can’t resist the temptation to engage in a discourse that takes them far away from their core message. Going off message, however, doesn’t only happen in politics. It happens in every […] read more

  • Mike Sweeney | September 19, 2008

    Closed Loop Marketing – Focus on the Process

    I was recently talking to a marketing executive at a mid-sized software company, and he brought up a problem he was having with “closing the loop” between marketing’s lead generation efforts and the sales team’s revenue output.  He mentioned that while the company had recently invested in a CRM solution and some accompanying marketing automation software, that […] read more