We practice what we preach. Looking up, never down. Reveling at unsettling the top dogs. But the top dog isn’t our target; their customers are. We get it, it’s not for everyone. Competitors don’t just give away customers. But they do occasionally get complacent. Or underestimate your ability. That’s when Underdogs pounce. The public buy based on habit. Sleep-walking, making choices on auto-pilot. Underdogs need to break the public’s go-to choice. And all with less money, people and time. Because if you can't outspend your competitors, You need to out-think them. Underdog brands, need Underdog thinking.