Challenger Personalities

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.

Which challenger personalities do you have?

Lightning Rod

Charismatic Attraction 

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. 

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. 

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. 

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. 

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.