David Brat Shows David Can Beat Goliath Using Principles from "Underdog Edge" Book

David Brat Shows David Can Beat Goliath Using Principles from "Underdog Edge"

PR Newswire

CINCINNATI, June 17, 2014

CINCINNATI, June 17, 2014 /PRNewswire/ --Not all underdogs are equal, and
David Brat's victory over House Majority Leader Eric Cantor in Virginia's 7^th
district is an example of someone who used the underdog edge to win, according
to Amy Showalter, author of "The Underdog Edge," a guide to help citizens
accomplish change in Washington, DC., as well as their local districts.

"Context plays a great deal in political campaigns, and the stars aligned at
the right time for him. However, he does exhibit several characteristics of
winning underdogs," said Showalter, who has consulted with grassroots
organizations and associations who want to affect change in government.

"Not all underdogs win. Just because you are perhaps trying harder than
another more well-funded opponent, powerful interest group, or business rival,
does not mean that you are going to be successful. According to our research
for Underdog Edge, we found that winning underdogs are different. They use
extreme influence tactics to succeed," she said.

These underdog edge tactics David Brat used to win can be used by any
organization that wants to influence public opinion or work effectively with
an elected official

1.He had street cred. He has a Ph.D. and is an economics professor. He knew
    his stuff. We know from the Edelman Trust Barometer research that
    academics are viewed as one of the most credible professions, whether
    their views are liberal or conservative.
2.He used unconventional tactics. Malcolm Gladwell's book David and Goliath
    also found that underdogs simply do not play by the same rules as their
    Goliath opponents. Brat stated that he "gave 30-minute stump speeches on
    issues, and people actually listened to them." He was assuming his
    electorate was smart and did not dumb down his message - - definitely an
    unconventional political tactic.
3.He had a connected team member. No underdog wins alone. Winning underdogs
    have a team. And the differentiating factor is at least one team member
    who is highly connected. See: Ingram, Laura. Her national radio show
    constantly promoted Brat and his stance on immigration.
4.He is nice. Brat did not engage in negative campaigning against Cantor,
    and said that he respects Cantor as a person and was keeping his campaign
    about ideals and principles. (Make no mistake, however, research shows
    that negative ads do work, which is why everyone uses them). But again,
    this was an unconventional tactic and an example of "nice" behavior that
    gave his opponents little to criticize him about.
5.Brat has grit. Who would want to take on the House Majority Leader? You
    have to have extreme fortitude to undertake that effort. That means Brat's
    got grit. And grit requires willpower, the ability to control yourself, to
    not say the wrong thing in the wrong situation, as we have seen from
    other candidates who aspired to defeat well-entrenched incumbents,like
    the "I am not a witch" Christine O'Donnell.
6.Eyes up. Brat kept his eyes up into his big dog's (the voter's) world by
    listening to their concerns and focusing on them at the right time. If the
    debate over immigration had not been fired up by the recent influx of
    children of undocumented workers crossing the border, would that issue had
    as much resonance, benefitting Brat? Fair or unfair, context matters, and
    the savvy underdog knows when to pounce on the existing context to make
    their message resonate.

About Amy Showalter

Amy Showalter's clients include major corporations such as International
Paper, Monsanto, Pfizer, and national organizations such as the American
Society of Civil Engineers, the National Federation of Independent Business,
and the United States Green Building Council.

SOURCE Amy Showalter

Contact: Amy Showalter, amy@showaltergroup.com, 513-762-7668
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