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The Empowered Challenger Playbook


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The Empowered Challenger Playbook


 

EMBRACE YOUR
CHALLENGER-ABILITY

Challengers are not simply chasing number one in their category.

They migrate culture. Change the vernacular. Turn predictability inside out. In essence, a challenger brand does not just break the rules. They change the game.

Competition goes beyond competitors. Obstacles are sometimes more detrimental. Everything must be considered during your brand’s development if you want to become what we call an Empowered Challenger. In other words, being the challenger that succeeds.

 
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The power of belief


Never underestimate the power of belief.

Belief is the first step to bringing out your challenger within. Belief in why you do what you do. Belief determines your business goal and helps you avoid obstacles. Belief exudes a persona that evolves customers into advocates.
When they believe what you believe, you can’t be defeated. 

The power of belief


Never underestimate the power of belief.

Belief is the first step to bringing out your challenger within. Belief in why you do what you do. Belief determines your business goal and helps you avoid obstacles. Belief exudes a persona that evolves customers into advocates.
When they believe what you believe, you can’t be defeated. 

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Slingshot


Be the one with the slingshot.
The most legendary challenger was a little guy named David. He picked up five stones to battle Goliath. Here are five stones to battle your giant. Empowered challengers have multiple personalities. They need them. They fight on multiple fronts. 

Slingshot


Be the one with the slingshot.
The most legendary challenger was a little guy named David. He picked up five stones to battle Goliath. Here are five stones to battle your giant. Empowered challengers have multiple personalities. They need them. They fight on multiple fronts. 

 

+ WHAT CHALLENGER PERSONALITIES
DO YOU HAVE?


1 Lightning Rod (charismatic attraction)
Think Lady Gaga. It wasn’t just about wearing a dress made of meat. It was about doing the unexpected. Love her or hate her, you never forget her.
2 Heretical (redefining perspective)
Amazon and Virgin are examples of challengers that don't want to change the rules. They want to change the game. They look over the horizon and discover what people will need in the future and bring it to them ahead of schedule.
3 Foster Rejection (niche)
This challenger personality is about resisting the masses in order to attract the most ardent fans. Think United Colors of Benetton or Tough Mudder.
4 Compulsive Servitude (over deliver)
FedEx changed the way we send things. W Hotels learns the smallest desires of its guests so they can be granted without request. These iconic brands were built on over-delivering to the extent that it became the definition of their brands.
5 Constant Evolution (category neutral)
Companies that are inventors at heart look for ways to demonstrate their core values in new product categories. This has led Apple to create watches and Shinola to make bikes.