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The Underdog versus Top Dog Effect

How Some Brands Pick Themselves Up and Come Back Stronger

“Leadership almost always involves thinking and acting like the underdog. That's because leaders work to change things, and the people who are winning rarely do.”

—SETH GODIN

There's no denying that everyone loves an underdog. We tune in to the Olympics in record-breaking numbers to hear stories about young athletes and their struggle against the odds. We are inculcated from childhood with the appeal of the underdog—characters like the hobbit Frodo Baggins in The Lord of the Rings or a team of misfits in The Bad News Bears, and we celebrate “Cinderella ...

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