May the Little Guys Prosper!

During the run-up to the recent Super Bowl, I heard football fans express sentiments like, "The Patriots are too good. Too dominant. I'm rooting for the Giants!" These fans were rooting for the underdog.

People, especially Americans, like to root for the underdog. Something in our nature wants to see the couragous, spirited Little Guy triumph over the swaggering, domineering Big Guy. It warms our hearts and makes us feel like there is justice in the universe. Maybe this notion traces back to when the downtrodden American colonies decided to throw off the tyranny of King George III. "No taxation without representation!" The Americans declared independence and fought a long, hard war to earn it. At that time, England was the superpower and America was the underdog. The idea that David can - and sometimes should - bring down Goliath is now embedded in our national culture and mythology.

So if your business is the underdog in a market, don't hide it. Play it up and tell people how you are the spirited upstart bringing much-needed change and a better way to meet customers' needs. Tell them how you are taking on the Big Guy who has become lazy and indifferent. The people will root for you because you are the underdog.

Here's to the Little Guys. May you prosper!