Higher Performance Insights | The Underdog Advantage
In 1962, Avis was barely holding on with just 11% of the market, trailing far behind Hertz. They needed a game-changer. Enter Doyle Dane Bernbach, the ad agency that turned the tide. Their bold new tagline? "When you’re only No. 2, you try harder. Or else."
This fresh approach wasn't just talk. In just a year, Avis swung from a $3.2 million loss to a $1.2 million profit. By 1966, their market share had more than doubled to 25%. [1] The lesson? Sometimes being second drives you to push harder and achieve more.
The Power of Honest Admissions
Copywriters know that addressing flaws can build trust. Dan Kenney notes in The Ultimate Sales Letter, “By acknowledging the flaws, you force yourself to address your recipient’s questions, objections, and concerns. You also enhance your credibility.” Avis’s candid acknowledgment of being No. 2 wasn’t just refreshing—it was disarming, conveying a genuine commitment to customer service.
Rohit Bhargava, author of Likeonomics, observed, “The entire campaign wasn’t just honest; it was honest in an unexpected way and that made it memorable.” This strategy isn’t limited to advertising. Studies show that individuals who acknowledge their weaknesses are perceived as more trustworthy and are often more successful. [3]
Lessons for Campus Leaders
Campus leaders can take a page from Avis's playbook by embracing their position and leveraging transparency to build trust. Emphasizing a commitment to student success and continuous improvement resonates deeply with stakeholders. Directly addressing concerns demonstrates a proactive, solutions-oriented mindset, fostering stronger community connections. Authenticity is key; acknowledging minor flaws humanizes leaders and strengthens bonds with their audience.
Moving Forward with Confidence
The lessons from Avis’s campaign are essential for campus leaders today. Embrace vulnerability, commit to excellence, and stay authentic to inspire your teams, build trust, and elevate system reliability. Being No. 2—or any number—means having room to grow, innovate, and try harder. This effort holds the potential for greatness.
Your admission should remind everyone that you’re human, not incompetent.
Team Discussion Question
How can you embrace your current position and use transparency about your challenges and areas for improvement to build trust with your community, foster stronger genuine connections, and inspire your teams towards continuous improvement and excellence?
Summer is the perfect time to take charge of your schedule and make it work for you:
- Prioritize your health and well-being.
- Foster deeper connections and a stronger culture within your team.
- Ensure your systems are rock-solid and reliable.
It's also time to reimagine leadership and systems management. The goal isn't to push harder but to transform how we work and lead.
My book, "CANCELAVERAGE: A Practical Guide to Accelerating Higher Team Performance," is designed to help you do just that. It's a playbook for leaders ready to break the norm and ignite meaningful change.
So, how's your leadership team holding up? Is your system as reliable as it could be?
Research shows there's always room for improvement.
Are you ready to unlock your team's full potential and shift from merely busy to truly brilliant?
Join me on my coast-to-coast book and keynote tour this summer and fall. I’ll share inspiration, big ideas, and practical strategies to help you build a remarkable campus culture and Higher Performance Teams.
Graduation Special: Book your keynote by June 30, 2024, and receive 10 free copies of my book!
Half of the tour dates are already booked, so don't miss out!
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