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found their antidote. Because how can a company that is genuinely people-powered ever lose touch with its people?
And for cultures or categories where Big may continue to signify Bad, the people-powered challenger strategy enables scaling insurgents to grow while staying true to the spirit of everything the consumer likes about Small.
A Summary of this Narrative
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Core Strategic Thought:
A challenger that consciously sets itself up as
on the side of an ill-served community, often specifically against the ‘cynical’/fat cat market leader. And that often then uses digital platforms to create a ‘people-powered’ alternative.
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What is it challenging?
The motives, self-interest and consumer distance of the market leader.
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Why does its consumer respond to it? ‘They are fighting for me; if they win, I win.’
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