Just Evil Enough

How can two companies that offer a similar product to the same market have vastly different fortunes? From the hundreds of case studies we’ve reviewed, we’ve distilled 11 tactics that underdogs use time and again to get the upper hand. Here are those tactics, along with some of the examples we’ll look at in the coming chapters.

1. You can bait and switch, promising one thing but selling another, as Energage did when it offered employers bragging rights but secretly sold them a Human Resources (HR) application, or as Tupperware did when it turned dinner parties into a multi-level marketing campaign rich in social pressure. Can you offer an attractive, attention-getting promise, but instead delight your buyer with something else?*
2. Combination