CHAMPION THE UNDERDOG

28. Champion the underdog

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• Consumers these days expect companies to have decent values and meaningful beliefs.
• In studies, they say what a company stands for will make a difference to whether or not they buy its products.
• That being the case, a compelling way to sell a product is to convince the audience that the brand comes from a good place, that it is purpose-driven and has a magnanimous heart.
• Go champion the underdogs of society.
• Stand up for the downtrodden.
• Find victims and highlight their plight.
• Come up with a design or technology solution that helps the less-privileged.
• Offer your services for free and for as long as you can afford to.

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