Origin & Source
This technique was first described in a seminal work on storytelling and narrative structure. It draws from decades of research into how audiences process and remember stories.
The underlying principle has been validated across multiple disciplines, from screenwriting to brand strategy and content marketing.
Source: Original research and academic publications
The Framework
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Find the Mismatch
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Apply the Fight
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Feel the Root
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TV Ad - 60-second spot for a regional craft brewery
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
B2B SaaS - Pitch deck narrative for a startup competing against Salesforce
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
DTC / Personal brand - Kickstarter campaign page for an independent board game designer
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
LinkedIn / Social - Post about launching a newsletter against established media
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Email subject + opener - Cold outreach from a small agency to a large brand
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Sales deck - Customer success story for a cybersecurity startup
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
A ready-to-use example that you can adapt for your brand...
Brand Strategy Usage
Challenger Brand Positioning
Turning market position into narrative advantage
Detailed strategy breakdown with step-by-step implementation guide...
Founder Narrative for Fundraising
Making investors root for you before they evaluate you
Detailed strategy breakdown with step-by-step implementation guide...
Customer Underdog Spotlight
Turning customer wins into David vs. Goliath stories
Detailed strategy breakdown with step-by-step implementation guide...
When to use
Startup positioning against established competitors where your size is a strategic disadvantage you can reframe as advantage
Founder stories and brand origin narratives where the early struggle creates emotional investment in the company's success
Customer success stories where the client overcame long odds - making the outcome more impressive and the product more credible
Campaign narratives where the audience identifies with fighting against a system, a norm, or an unfair status quo
When NOT to use
When you're the market leader - a dominant company playing underdog reads as dishonest and audiences will call it out
When the 'opponent' is your own customer's inertia or ignorance - framing the audience as the obstacle backfires
When the underdog framing makes your company seem too small to deliver - some buyers need to trust that you can actually handle their scale
When the struggle is manufactured - if you had every advantage and still position as the scrappy challenger, the narrative falls apart under scrutiny
Related storytelling techniques
Frequently Asked Questions
What is the Underdog Story in marketing?
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Can big companies use the Underdog Story?
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What makes an underdog story believable versus forced?
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Does the underdog always have to win?
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How do you avoid the underdog story becoming a victim story?
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