Steven Jobs Mike MurrayApple Computer
Mike Milken Drexel-BurnhamMilken Institute
Sergio Zyman Charlie Frenette Anne TaskerThe Coca-Cola Company
Bob IgerThe Walt Disney Company
Gordon EubanksSymantec
Tom PhilipsDeja.com, Google
Cristal DowningJohnson & Johnson, Merck
Joanna JacobsonConverse
Jon JacobsonHighfields Capital
Andy SiegMerrill-Lynch, Citi
James Rhyu Steve FinkK12+, Stride
Mike Roberts Frank VizcarraMcDonald’s
Joe WolkJohnson & Johnson
Frank CooperPepsico
Bob RubinGoldman-Sachs, Citi
First Lady Michelle Obama Sam KassPartnership for a Healthier America
Brian Friedman Richard KhaleelJefferies Group
John CostelloThe Home Depot
Walter BuckleyInternet Capital Group
Jared BlumenfeldWaverly Street Foundation
Jack MacDonoughMiller Brewing
Sally JacksonBoston Brewing
Rupert Murdoch David Hill Peter CherninAnthea Disney/News Corporation
Lisa Caputo Linda BoffWomen & Company
Kingfish IsaacsBike Athletic
Mike RussellH.J. Russell
Bill Gates Steve Ballmer Melinda French Mike MurrayMicrosoft
Hank VigilMicrosoft, AceCap
Suzanne ClarkU.S. Chamber of Commerce
Brian BrownThe Coca-Cola Company, Snapper
Fran TarkentonThe Tarkenton Companies
Darlene Nicosia HearthsideThe Coca-Cola Company
Michael King Kevin AllynKingworld
Colonel Robert A. WarburgSpecial Operations Command
Paul Michaels Frank MarsMars, Inc.
Herve SedkeyAmerican Express
Richard PleplerHBO
The Discipline of Insurgent Strategy
For two thousand years, insurgents, underdogs and revolutionaries have used remarkably common strategic approaches to win against entrenched incumbents and overwhelming odds. For forty years, we have studied, taught, preached and practiced these principles for our clients. This is the best time in history for insurgents – the worst time in history for incumbents.
Insurgent Strategy Basics: The Underdog Advantage
- Define the win
- Do the doable
- Move the movable
- Communicate inside/out
- Remember, everything communicates; everything matters
- Own change
- Never play defense