Big Marketing Ideas Blog


Tuesday, June 2, 2009

David VS Goliath Marketing

Chances are your business is not the market leader. There's good news however. Like the Chicago Cubs, everyone roots for the underdog.

Paul Flowers published his underdog marketing principles in his book, "Underdog Advertising." Just as David toppled Goliath with a well-aimed rock, the disciplines introduced in his book help underdog businesses hit the mark and become the real winners.

Underdog Advertising Core Principles:

  1. Think Outside the Box
  2. Take Risks
  3. Strategy before Execution
  4. Be Contrary
  5. Select Your Battlefield
  6. Focus! Focus! Focus!
  7. Be Consistent
  8. Demonstrate Value
  9. Speed & Surprise
  10. Be Patient
Recently, I sat down with Paul Flowers and discussed how technology and innovation impact the market underdogs. Get the details of our discussion on JDM's website: "Underdog Innovation"

Purchase Paul Flowers’ book, Underdog Advertising, on


  1. Hi, I would like to have you review a book which I will send to you a free copy called "Business After the Crash". The book discusses business principles after the recent financial crash. If you are interested please send me via email at your blog name and email and I will send you the book for free. The only thing I ask is that you put a small post 100 words and a link back to

    Your honest opinion about this book is very much appreciated.



  2. You might be interested in a recent book called Innovation for Underdogs by Pensak. It addresses the issues of how you come up with good ideas, not just how to bring them to market once you have gotten the idea. A pleasant and easy read....

  3. Those are great principles you listed when playing the role of "David." Im actually going to print a list. One thing I did to be creative and get out the box was to incorporate more online video into my marketing. I use a site called because the account is Free and they help with the targeted keyword campaign which was a boost to my traffic.


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