Industrial-Sized Deals Best Books of the Month Shop Women's Handbags Learn more nav_sap_plcc_6M_fly_beacon $5 Albums Fire TV Stick Subscribe & Save Find the Best Purina Pro Plan for Your Pet Shop Popular Services tmnt tmnt tmnt  Amazon Echo Starting at $99 Kindle Voyage Metal Gear Solid 5 Shop Back to School with Amazon Back to School with Amazon Outdoor Recreation Deal of the Day

The Underdog Advantage: Using the Power of Insurgent Strategy to Put Your Business on Top 1st Edition

12 customer reviews
ISBN-13: 978-0071439190
ISBN-10: 0071439196
Why is ISBN important?
This bar-code number lets you verify that you're getting exactly the right version or edition of a book. The 13-digit and 10-digit formats both work.
Scan an ISBN with your phone
Use the Amazon App to scan ISBNs and compare prices.
Have one to sell? Sell on Amazon
Buy used
Condition: Used - Good
Condition: Used: Good
Comment: Nice Previously Handled Copy with Moderate Wear to Covers and Interior. Will Include Notes, Highlights, and Marks to Interior and Exterior May Have Creases and Signs of Overall Wear.
Access codes and supplements are not guaranteed with used items.
19 Used from $2.19
More Buying Choices
18 New from $7.45 19 Used from $2.19

InterDesign Brand Store Awareness Rent Textbooks

Editorial Reviews

From the Back Cover

What do US Special Ops, George Washington, Mao Tse-tung, Sparticus, Oprah Winfrey, and Apple Computers all have in common? In addition to boldness, daring, and a never-say-die attitude, they are among the most successful practitioners of insurgency tactics--the same tactics you need to succeed in your ongoing battle for the hearts, minds, and pocketbooks of today's consumers. To succeed in an age of increasing clutter and competition, you've got to learn to be use the same opportunistic and aggressive energy used by successful underdogs, and never settle for less than a clear victory. The Underdog Advantage shows you how.

Two of today's most sought-after political and business strategists, David Morey and Scott Miller, masterminded winning presidential campaigns for Vincente Fox of Mexico, Corazon Aquino in the Philippines, and Kim Dae Jung in South Korea, among other world leaders. They've engineered winning congressional and gubernatorial campaigns throughout the US. And they've helped a score of top companies--including Microsoft, Coca-Cola, Apple Computer, Nike, Disney, Verizon, Visa, McDonalds, 7-Eleven, and others--use insurgency principles to achieve or maintain leadership positions in their industries. In the Underdog Advantage, they analyze the success of the insurgency model and show how even great companies have strayed from the insurgent path and the consequences they paid. More importantly, David and Scott distill insurgency principles into a set of easy-to-follow techniques that you can put to work in your organization right away.

A battlefield manual for business leaders of every stripe, The Underdog Advantage uses fascinating case studies to explore insurgency principles and shows you how to:

  • Instill and maintain an underdog attitude company-wide to move faster, think smarter, and welcome change as an opportunity
  • Develop hyper-aggressive marketing, communications and competitive strategies
  • Create a down-and-dirty culture of insurgency and foster a winning attitude among all staff members
  • Continue to gain market share, achieve greater customer satisfaction and have happier, more committed and productive employees

In today's challenged global economy, no incumbent's victory is assured, and just about every company is an underdog. The Underdog Advantage shows what it takes to lead your company to market dominance and keep it there.

How insurgents rule today's markets--and how your business can join the revolution

Over the past quarter century, David Morey and Scott Miller have masterminded successful political campaigns and helped dozens of companies in everything from bio-tech to telecom to whiskey achieve and/or maintain market dominance. The most important lesson they've learned is that the largest corporations, like the most successful candidates, are at their best when they act small--not as arrogant incumbents, but hungry insurgents.

If you hope to prevail in today's fragmented, hyper-competitive markets you're going to have to learn to use the same strategies and tactics that helped the Founding Fathers beat King George, Microsoft beat Big Blue, and Starbucks to sweep the burgeoning market for designer coffee. And now The Underdog Advantage shows you how to:

  • Develop aggressive marketing strategies that bring you to the forefront of the market
  • Promote a tactical marketing model for organizations of every size
  • Instill the underdog approach in every employee company-wide
  • Create the revolutionary culture that propels companies to greater achievement--and visibility

No matter how big your organization or substantial your market share, The Underdog Advantage will help you harness the winning energy that can propel your image and your profits to the top of the heap.

About the Author

David Morey is founder, president, and CEO of DMG, a leading strategic communications consultancy whose clients have included political and corporate leaders around the world. He lives in Washington, DC.

Scott Miller Scott Miller is founder of the Sawyer-Miller Group and Core Strategy Group and a renown political and corporate strategist. He lives in Atlanta.


Best Books of the Month
Best Books of the Month
Want to know our Editors' picks for the best books of the month? Browse Best Books of the Month, featuring our favorite new books in more than a dozen categories.

Product Details

  • Hardcover: 288 pages
  • Publisher: McGraw-Hill; 1 edition (June 18, 2004)
  • Language: English
  • ISBN-10: 0071439196
  • ISBN-13: 978-0071439190
  • Product Dimensions: 6.5 x 0.8 x 9.4 inches
  • Shipping Weight: 1.2 pounds
  • Average Customer Review: 4.6 out of 5 stars  See all reviews (12 customer reviews)
  • Amazon Best Sellers Rank: #211,414 in Books (See Top 100 in Books)

More About the Author

David E. Morey, Vice Chairman of Zyman Group and founder and CEO of DMG, Inc., is one of the leading strategic consultants in America. He is currently Adjunct Professor of International Affairs at Columbia University, specializing in media and politics, and is the award-winning co-author of The Underdog Advantage: Using the Power of Insurgent Strategy to Put Your Business on Top (McGraw Hill).

Mr. Morey has advised senior officers in a number of Fortune 100 entities. He has developed international business, marketing and communications strategy for Arnold & Porter, Avant!, Bancomer, Verizon, The Coca-Cola Company, Mars, Cytogen, J.E. Seagram, KPMG, McDonald's, Microsoft, Multinational Strategies, News Corp., Nike, Omnium Communications, Procter & Gamble, Disney, Reebok, APT, Inc., Visa, Ernst and Young, Allied Domecq, Hughes Space and Communications, CBIZ, Newbridge Capital, Cablevision, HBH Company, TPG, Wendy's International and a range of venture capital projects.

In addition, Mr. Morey has worked with a number of foreign candidates, parties and governments including: Colombian President Virgilio Barco; Philippine President Corazon Aquino; Russian President Boris Yeltsin and The Dalai Lama. In 1997, he advised the winning presidential campaign of Kim Dae Jung, the fi rst opposition leader to be elected in Korean history. Subsequently, he was an advisor to the Government of Korea during its fi nancial crisis and recovery. Recently, Mr. Morey advised the successful campaigns of Chen Shui-bian, whose victory represented the fi rst peaceful transfer of power to an opposition party in Chinese history, Vicente Fox, Mexico's fi rst successful opposition presidential candidate in 70 years and South Korea's Roh Moo Hyun.

Mr. Morey was also Foreign Policy Advisor to U.S. Senator John Glenn and a journalist in Eastern Europe and the Middle East. He studied at the Wharton School and Princeton University's Woodrow Wilson School, and was a Paul P. Harris scholar at the London School of Economics, where he received his Master's Degree with High Distinction.

He has helped edit major books on a range of issues involving international politics, business and media.

Mr. Morey serves on a number of corporate and public sector boards and is Co-Chairman of Drinks That Work, Inc., a functional beverage company, and Co-Chairman of the Fund For Peace. In addition, Mr. Morey served recently as a Chairman of the Council on Foreign Relations' Task Force on Public Diplomacy, and on the Defense Science Board's Task Force on U.S. Strategic Communications and National Security.

He was four-time All-American Decathlon competitor, IC4A Champion and a member of several U.S. national teams.

For more information, call 1-888-626-9776.

Customer Reviews

Most Helpful Customer Reviews

7 of 8 people found the following review helpful By Stephen Sarakas on September 22, 2004
Format: Hardcover
Sorry, I read just too many biz books to give this 5 stars. It does have one theme which is profound, as described by others above. So I will just say that, besides that, it seems to be a jumbled mess of miscellaneous content from elsewhere woven through and through with the same "just do it, win, win, win" and "go for it, win, don't lose". The content is not original and hardly gives the reader one lick of ideas for executing anything. The football and beer commercial references get old fast and after several chapters I began to wonder if these guys ever built a business from the ground up, or did they just go rah rah rah for someone else. Lots of hindsight ... so what.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Format: Hardcover
In the frontier days of the Old West, a Smith & Wesson sidearm was called the "Equalizer" because it leveled the playing field for underdog pioneers who otherwise might not have survived the daily life-and-death drama of that period. Today, the authors of the book - "The Underdog Advantage" - believe that the underdog concept has transformed into a useable principles that can be successfully exploited across a wide range of endeavors including, military, political and business arenas. Soundview likes this book because the great equalizer today is information and access to that information via the Internet where cheaply-produced amateur content and products are available along side similar offerings from the traditional monoliths of commerce. The book helps codify the strategic overview and tactical execution that works best for the insurgent business owner. But it's just as necessary for anyone seeking to protect market share against the swelling ranks of the underdog.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 2 people found the following review helpful By Veronique Bardach on June 22, 2004
Format: Hardcover
A smart, witty and compelling read...this book will have you charging to instill change in your company well before you've finished reading the last chapter.
The authors recommend simple steps to implementing sophisticated strategies such as "do the doable" or "move the movable". The case studies are persuasive and argue in favor of an offensive, no-compromise, approach to taking market share whether you're the leader in your space or the "underdog". The book will tell you who to enlist to win, why and how. Can a management book be inspiring? Yes.
Still what struck me the most is the writing style the authors' use which is as energizing and dynamic as the strategies they recommend.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
By Christian Plaschy on May 18, 2014
Format: Hardcover Verified Purchase
The influence on me through these messages has changed my life significantly in a very positive way. Very very recommendable.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
1 of 2 people found the following review helpful By Elayne Angel on August 16, 2004
Format: Hardcover
Business books can be a rather repetitive banter of "do this - get that" strategies, often very forgetable. This book was completely out of the average mold. Miller and Morey cut to the chase, keep up the beat and open the door to a different way of thinking. Whether using the overall strategies, or honing the instinctual skills, this is a must read for anyone trying to move forward in their business, their relationships, or their lives.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
2 of 4 people found the following review helpful By Craig L. Howe on August 17, 2004
Format: Hardcover
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.
Comment Was this review helpful to you? Yes No Sending feedback...
Thank you for your feedback. If this review is inappropriate, please let us know.
Sorry, we failed to record your vote. Please try again
Want to discover more products? Check out this page to see more: turkey shoot targets