If your product/service solves a problem like this – one that some believe is almost impossible to solve, start by explaining the benefits of your product/service and clearly define the opportunity (Act 1).


Written by HeatherStone
523 days ago

Hi Tom,

I'm curious why we're defining this is as underdog marketing. Couldn't we also define it as simply niche marketing/novelty marketing? For example, was Apple an underdog when marketing the iPhone? Or were they simply a huge market leader trying to sell consumers on a bold new product? Certainly, there were many who were skeptical of the smartphone as a product in the beginning. But did this really make Apple an underdog?

Written by tomshark
520 days ago

Hi Heather,

Apple certainly isn't an underdog today although it is in their history and branding. The way they marketed the iPhone could simply be niche but I call it underdog marketing because this was a "never been done before" product - yes a bold new product.

I also like the way Apple launched the iPhone, rather than just putting it in stores, they allowed people to pre-order it long before it was available - which drove even more mass appeal when it did hit stores.

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