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The Right (And Wrong) Way To Harness Your Company's Underdog Status

Fighting against long odds can be a powerful motivator and a smart marketing move, if you do it properly. Fighting against long odds can be a powerful motivator and a smart marketing move, if you do it properly. Everyone loves an underdog—the person or group that's expected to lose but somehow manages to pull through. For startups and small companies taking on big competitors, underdog status can be an asset.
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