The Underdog Advantage

This book provides advice on how to succeed by adopting a challenger strategy. It is coauthored by two experts in electoral strategy, who propose to transpose the techniques used to win elections to the business sphere. Although the application of the political campaign techniques does appear a bit stretched at times, there are some valuable lessons to be learned. The authorss demonstrate in particular the benefits for a company to consider itself as a challenger running against an incumbent in an election. This mindset indeed encourages a business to focus its efforts on destabilizing the adversary.