Doctor SpinPublic RelationsPR StrategyTaking On a Stupid Majority — The Ultimate Underdog PR Strategy

Taking On a Stupid Majority — The Ultimate Underdog PR Strategy

How to manifest the best PR campaign of your career.

Have you identified your stupid majority yet?

The story of the prevailing underdog seems to be as old as humanity itself. And the underdog strategy is helpful in PR, too.

As a PR advisor since 2005, I’ve helped many brands side with a smart minority in the fight against a stupid majority — often with spectacular results.

You’ll get the inside scoop on this powerful PR strategy in this blog article.

Here we go:

Table of Contents

    David and Goliath

    We all know the story. Goliath, the giant Philistine warrior, was defeated by the young David, who would later become the king of Israel. Being inferior in size and combat experience, David used a slingshot to defeat the mighty Goliath from a distance.

    Instead of fighting Goliath on his terms (strength and power), David used his advantages (speed and accuracy).

    David and Goliath - Malcolm Gladwell - Stupid Majority
    David and Goliath: Underdogs, Misfits and the Art of Battling Giants.

    In David and Goliath: Underdogs, Misfits and the Art of Battling Giants, Malcolm Gladwell outlines the dynamic between mapping your and your opponent’s strengths and weaknesses. He goes on to suggest that underdogs have significant advantages:

    “Giants are not what we think they are. The same qualities that appear to give them strength are often the sources of great weakness.”

    One could argue that David’s disadvantages (being more negligible and less experienced) forced him to outsmart his opponent.

    If David had been an experienced warrior with the physical size to match Goliath’s prowess, David would probably have decided to fight him on equal terms, right?

    The Obstacle is the Way

    The legend of David and Goliath endures as we find comfort in knowing that the strongest doesn’t always win.

    Now, the underdog strategy isn’t just useful for fighting; it has a proven track record of being highly useful in public relations.

    The Obstacle is the Way - Ryan Holiday - Stoicism
    The Obstacle Is the Way: The Timeless Art of Turning Trials into Triumph.

    In The Obstacle Is the Way: The Timeless Art of Turning Trials into Triumph, Ryan Holiday describes how choosing the path of the most resistance maximises our growth as both individuals and organisations:

    “There is no good or bad without us, there is only perception. There is the event itself and the story we tell ourselves about what it means.”

    Having the odds stacked against you might not be as bad as it seems at first glance. If nothing else, it’s the start of a great story.

    For your underdog PR strategy to work, you must identify a minority and a majority. It’s a different approach than the typical SWOT analysis; instead of looking for positioning gaps based on strengths and weaknesses, you’re looking for minorities who are going against the mainstream and majorities that haven’t realised yet that they are … well, stupid.

    Yes, David exploits Goliath’s weaknesses (not being fast or accurate enough to beat David from a distance). However, David still chooses to fight Goliath on “his” grounds — to steal away “his” audience. It’s safe to say that only a minority thought that David would beat Goliath before the actual fight.

    From a PR perspective, David could sweep in from nowhere and beat the market leader by exploiting an interesting social phenomenon … that the majority is sometimes just wrong.

    Stupid, even.

    The Conversion Theory

    The conversion theory explains:

    “In groups, the minority can have a disproportionate effect, converting many ‘majority’ members to their own cause. This is because many majority group members are not strong believers in its cause. They may be simply going along because it seems easier or that there is no real alternative. They may also have become disillusioned with the group purpose, process, or leadership and are seeking a viable alternative.”

    The more significant and dominant the majority, the more likely it is to consist of a substantial silent majority, who are just along for the ride mainly because everyone else seems to be.

    Now, imagine this majority being just plain wrong.

    If you can spotlight the majority’s stupidity, some casual supporters might feel betrayed by their majority leaders, causing many such casual supporters to switch sides even faster.

    The conversion theory explains how minorities, underdogs, can wield an unproportionate influence.

    Some majorities of today are destined to be the fading minorities of tomorrow.

    Seeing a minority defeating a majority makes for good entertainment — when the majority is also stupid. And from a PR perspective? The big bad is about to beat the underdog against all the odds. That’s a great story just begging to be told!

    What remains for us is to ask; are there any stupid majorities out there for us to take on?

    Identifying a Stupid Majority

    We celebrate the fact that David chose a better weapon when we instead should celebrate his successful manipulation of the stupid majority; from nowhere, David inserted himself into the top spot — in just one bold move.

    We respect David not only for his wits but for his guts.
    After all, David did bring a f*****g slingshot to a sword fight.

    David and Goliath - Stupid Majority - Smart Minority
    Image via Wikipedia.

    The fact that a staggering majority of bystanders — including one confident Goliath — never expected David to stand a chance, well, that was what gave him the upper hand.

    Goliath? He was destined to fail.

    When leveraging an underdog public relations strategy to beat a majority leader, it’s not about bringing better weapons; it’s about having guts and taking on a majority that is stupid, incompetent, dead wrong — and more powerful than you.

    Example of Stupid Majorities

    Stupid majorities are to be found everywhere:

    “Riding a skateboard isn’t a real sport!” 
    (Stupid majority vs Red Bull)

    “It doesn’t matter how a computer looks on the outside!” 
    (Stupid majority vs Apple)

    “You watch television via cable networks or antennas!” 
    (Stupid majority vs Netflix)

    “Electric cars can’t compete with gas cars!” 
    (Stupid majority vs Tesla Motors)

    “Hotels must have hotel rooms!” 
    (Stupid majority vs AirBnB)

    “Taxi companies must have taxis!” 
    (Stupid majority vs Uber)

    “Media companies must produce media!”
    (Stupid majority vs Facebook)

    The list of stupid majorities goes on and on.

    Champion a Smart Minority

    Now, stupid majorities exist in your industry, too. And now that you know what to look for, you’ll soon start finding them everywhere.

    The stupid majority approach could result in the most profound PR results of your career:

    • Identify a stupid majority in your industry.
    • Become a champion for the opposing (smart) minority.
    • Together, bring that giant down to a mighty fall.

    Cover photo by Jerry Silfwer (Prints/Instagram)

    Resource: The 1-Page Strategy

    How to Write a 1-Page Strategy

    My inspiration for writing no-bullshit strategies comes from the classic Good Strategy, Bad Strategy by Richard Rumelt. This is how I set up strategies that fit on one page — using the mythical battle between David and Goliath as an analogy:

    1. Analysis

    • David can’t beat Goliath using his size or raw strength, but he has an advantage in speed and accuracy from a distance.

    2. Guiding Principle

    • David shouldn’t engage in close combat but rather use tools that will allow him to strike from a distance.

    3. Coherent Actions

    • David shouldn’t use any heavy armour because that would slow him down.
    • David should use a slingshot, a weapon he is familiar with and can strike from a distance.
    • David should leverage the element of surprise and don’t advertise his advantage beforehand.

    If you write 1-2 clear sentences per bullet, your strategy should fit nicely on one page. Please note: This is not a plan — the plan comes later based on the strategy.


    Jerry Silfwer
    Jerry Silfwer
    Jerry Silfwer, aka Doctor Spin, is an awarded senior adviser specialising in public relations and digital strategy. Currently CEO at KIX Index and Spin Factory. Before that, he worked at Kaufmann, Whispr Group, Springtime PR, and Spotlight PR. Based in Stockholm, Sweden.
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