Winning in 2010

This white paper details a framework for winning in 2010—a year in which all businesses and leaders are facing unique challenges. It summarizes our award-winning book and what we call “The Underdog Advantage”—learning and borrowing the great underdog stories and lessons from business, politics and warfare.

Today is the toughest environment in business history: 95% of start-up businesses fail by their 10th year—as do 80% of corporate products. And consumer research shows unprecedented distrust, cynicism and even anger—with distrust of institutions at an all time high. For all companies in all industries, these are remarkably topsy-turvy times. It’s the toughest time in history for the incumbent.

As a result, all companies today are in transformation—whether they know it or not, and whether they are in control of the transformation or not. And to adapt and win in these very challenging times, a company must be ready to move quickly to opportunity and away from failed strategies. So the kind of transformation you are leading within your company must be from top to bottom … and very carefully and strategically controlled. This is fundamentally what it takes to succeed today.

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A Wake-Up Call

Everyone is re-thinking everything.
We’re re-thinking vacation plans, cutting back on any extravagance in spending, and planning on working more years before retiring.

GLOBAL BUSINESS HAS HEARD THE SAME CALL. Almost uniformly, companies of all shapes and sizes have announced cost-containment programs; job cuts and reductions of marketing spending.

We have been preparing for this crisis; for a wake-up call in business and marketing. Since it was founded in 1999, Zyman Group has been known for its hard-nosed business discipline for marketing strategy, the discipline of investing in marketing to generate sales and returns…not just spending on marketing activities. Over the past six months, we’ve infused new energy and focus into our approach using the principles of insurgent strategy, learned from the successes of revolutionaries in business, politics and warfare.

It’s not just incumbent market leaders or politicians who are under attack now: the incumbent thinking of business-and-marketing-as-usual have now been repudiated. And while most marketing services companies are still trying to defend strategies and tactics of the past, our job is to go on offense to fight for your future.

Here are four key measures we recommend for your business and marketing strategies and tactics; to drive success in this tough environment today and tomorrow:

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