This morning at the local Chamber of Commerce meeting, Mike Zislis, owner of Manhattan Beach Brewing Company, Shade Hotel, and Rockin'Fish restaurant spoke about his entrepreneurial experience. Here are my take aways: He always gives away half of the ownership in his companies to his investors who put up all the cash. He never buys out his investors -- he wants them to continue to be owners so they will be rich happy advocates of his business. He sells them on new ideas and they trust him because he makes them rich so they are happy to reinvest with him. He never uses banks, only friends, family, and rich happy investors. He does business plans adn is prepared to do a "dog and pony" show to sell his idea. He is not afraid to get his hands dirty if that's what it takes. Don't lie. Be consistent.

There's more...what do you think?

Underdog Marketing: Could it work for you?

Marketers can use underdog narratives to positively affect consumers' perceptions of and purchase of brands. Underdog narratives are often delivered to consumers through the rhetorical device of a brand biography, an unfolding story that chronicles the brand's origins, life experiences, and evolution over time in a selectively constructed story that highlights the companies' humble beginnings, hopes and dreams, and noble struggles against adversaries.

The common themes that link these brands' underdog biographies are

1.a disadvantaged position in the marketplace versus a "top dog," a well-endowed competitor with superior resources or market dominance, and
2.tremendous passion and determination to succeed despite the odds.
The underdog's external environment is largely negative: Underdogs start from a disadvantaged position and hit obstacles along the way, making it a more difficult struggle for them than for others. In competition with others that have more resources, underdogs feel the odds are against them.

The underdog's internal characteristics are largely positive: Underdogs show perseverance in the face of adversity and are resilient even when they fail, staying focused on their end goal. Their determination forces them to pick themselves up after they lose to try to win again. They defy others' expectations that they will fail. They are more passionate than others about their goals, which serve a central role in defining the meaning of their lives, and they remain hopeful about achieving them, even when faced with obstacles.


Try writing your brand's narrative biography as an underdog. How does that feel? Proud or humble? Inspired or discouraged? Interesting or boring? Please give us feedback!

As I prepare to leave Thailand after an amazing and still largely unprocessed visit to this beautiful country and her less prosperous neighbor, Cambodia, I know I have been inspired in many ways -- artistic and entrepreneurial. Just the thousands of street vendors who are making individual livings under tarps with little tables and wares of all types -- where competitors are family (literally) and prices vary wildly depending on who's buying...There is a lot to ponder, and many learnings. Stay tuned here as we explore the small business owner in Asia and her lessons for us -- The Thai way...