Underdog branding & disruptive tactics

By Nelson Semanu BOANDOH-KORKOR & Elizabeth BOANDOH-KORKOR

 “Innovation is the specific instrument of entrepreneurship. The act that endows resources with a new capacity to create wealth.” Peter Drucker

Goliath, a shepherd boy with no armor, no military training, and nothing but a sling and five stones in his hand. What he lacked in size and experience, he made up for in faith and strategy. And when that stone struck the giant’s forehead, something more than a man fell that day, a mindset did too.

David’s story is not just a triumph of courage. It’s a divine blueprint for every small business, startup, or unconventional thinker who’s facing a giant competitor in the marketplace. It teaches us that underdog branding—done with boldness and wisdom—is not just possible; it’s powerful.

Picture the scene in 1 Samuel 17: The Israelite and Philistine armies are locked in a standoff. Every day, Goliath—a warrior over nine feet tall, clad in bronze armor—steps forward to challenge the Israelites. And every day, Israel’s soldiers cower.

This went on for forty days. Then David, a young shepherd, arrives—not to fight, but to bring food to his brothers. But when he hears Goliath mocking God’s people, he’s stunned—not just by the threat, but by the fear in Israel’s camp.

David steps forward and volunteers to fight. Now from a marketing standpoint, we see an established leader—Goliath—whose size and reputation dominate the field. He has the armor, the reach, the experience. On the other side stands a challenger—David—small, unknown, and untested in battle. But what David lacks in credentials, he makes up for with clarity, agility, and faith. That’s a familiar setup for startups today.

Disruption begins with a different weapon

When Saul tries to dress David in traditional armor, David refuses. He can’t move in it. He doesn’t need it. Instead, he picks up five smooth stones and a sling. The tools he knows best. This moment is key. Disruptive brands don’t copy the giants. They don’t out-muscle the competition; they outmaneuver them by using what they know and own.

When Netflix started, they didn’t try to out-fund Blockbuster with retail stores. Instead, they used the mail. Later, they pivoted again and used the internet. They weren’t trying to beat the giant on his terms.

They changed the playing field entirely. David understood something that many leaders miss: you don’t need to look like the competition to defeat the competition. The greatest mistakes in business come from trying to be someone else. God gave David shepherding skills, and those skills, plus trust in the Lord, were more effective than the weapons of kings.

Underdog brands win with agility

Big companies often suffer from inertia. Their very size slows them down. Startups and small businesses, by contrast, can move quickly, adapt rapidly, and innovate without wading through bureaucracy. David moved faster. Goliath expected a slow, sword-to-sword duel. Instead, David ran at him, reached for his sling, and struck before the giant could react.

That’s the kind of nimbleness that companies like Zoom capitalized on during the COVID-19 pandemic. While legacy video conferencing tools were clunky and corporate, Zoom was light, fast, and simple. As businesses scrambled for solutions, Zoom captured millions of users by the sheer speed of usability. Agility isn’t just a tactic—it’s a mindset. And often, it’s the difference between watching change happen and causing it.

Targeting the weak spot

Here’s another critical insight: David didn’t aim for Goliath’s shield or sword. He targeted his forehead, the one spot that was vulnerable. Effective marketing does the same. Underdog brands don’t try to compete on every front. They pick a single pain point—one weak spot in the market—and aim directly at it.

Toms Shoes didn’t compete with Nike on performance. They focused on purpose. “Buy one, give one.” That message resonated with conscious consumers and carved out a niche so powerful, other companies began copying the model.  David didn’t need five strategies. He needed one stone in the right place. Marketing strategist Al Ries once said, “The essence of marketing is narrowing the focus.” David understood this instinctively. And in today’s overcrowded markets, so must we.

Leveraging the power of story

What followed David’s victory was more than just a military win. It was the birth of a story—one that would echo through generations. David became a symbol of divine favor and human courage. Good marketing doesn’t just sell products. It tells stories that customers want to be part of.

People don’t remember features—they remember narratives. In fact, a 2019 study by Headstream found that 55percent of consumers are more likely to buy from a brand if they love its story, and 44percent will share that story with others. That’s why companies like Airbnb focus not on lodging features, but traveler experiences. Their brand is built on “Belong Anywhere”—a simple story of connection and adventure. David gave Israel more than freedom. He gave them a narrative of hope—and every underdog brand has that same opportunity.

Facing criticism, standing firm

Let’s not forget: David didn’t just face a giant—he faced doubt from his own side. His brothers mocked him. Saul questioned his readiness. Even Goliath laughed at him. But David stayed rooted in his why. He wasn’t fighting for glory. He was defending the name of the Lord.

Businesses will face criticism, especially when trying something new. Innovators are often ridiculed before they’re respected. In his seminal work, Your Buisness in Changing Times, Larry Burkett told the story of a Christian entrepreneur who launched a budget coaching app back in the early 2000s. At the time, tech peers dismissed the idea—“People won’t pay for financial advice they can Google.” But the app succeeded, precisely because it walked people through stewardship, not just spreadsheets.

Underdogs must develop resilience—not arrogance, but spiritual backbone. David’s confidence came not from ego but from experience with God’s faithfulness. You’ll need that same confidence when others say, “It’s too small. It’ll never work. No one’s done it before.” Sometimes, that’s exactly the sign you’re on the right path.

Data behind disruption

A Harvard Business Review study on disruption found that small entrants gain a market advantage when they introduce innovations that incumbent firms overlook or undervalue. Why? Because larger firms are often focused on protecting existing models.

In biblical terms, Goliath was defending his turf. David introduced a new model—agile, direct, and accurate. That’s what disruptors do. Uber didn’t defeat taxis with more cars. They used smartphones and geolocation. Spotify didn’t outdo CDs with better audio—they offered access over ownership. Disruptive tactics often don’t look impressive at first. They look humble. Like a sling. But with consistency and courage, they win.

The role of faith in business risk

It’s tempting to view David’s act as a calculated risk. But Scripture makes it clear. His courage came from faith. He told Saul plainly: “The Lord who delivered me from the paw of the lion and the bear will deliver me from the hand of this Philistine.” Faith doesn’t eliminate planning—it fuels it. David chose five stones, not just one. He prepared. But his confidence wasn’t in strategy alone—it was in God’s provision.

We are a tireless advocate for bringing faith into business decisions. We always try to teach people that risk, when aligned with God’s principles, becomes stewardship. It’s not about recklessness—it’s about moving forward in obedience, even when the odds seem impossible. In your marketing, you may not have the budget others do. You may not have a team of 20 behind you. But if God has given you a message, a mission, and a strategy—you are equipped. Faith-led innovation doesn’t just win battles. It honors God.

Key principles for underdog marketers

To summarize David’s approach—and how it translates into modern marketing—here are seven takeaways every underdog brand should live by:

1. Know your mission –  David wasn’t fighting for fame. Purpose drives courage. What drives your business?
2. Reject borrowed armor –  You don’t need to mimic competitors. God has equipped you uniquely.
3. Focus on your strength –  Use your sling. Your best weapon may look insignificant to others—but it’s effective in your hands.
4. Target one problem well –  Don’t try to solve everything. Find the giant’s weak spot—and aim.
5. Tell a story, not a slogan –  People buy into narratives. Make yours memorable and meaningful.
6. Prepare for resistance –  Expect doubt—even from insiders. Stand firm with humility and conviction.
7. Trust God with the outcome –  Strategy is vital. But results are in His hands.

Your giant is waiting

David stepped onto that battlefield with nothing but a shepherd’s sling, a few stones, and complete faith in his calling. He was underestimated by his enemy, overlooked by his allies, and armed with tools no one else valued.

And that’s exactly what made him dangerous. You may be the underdog in your industry. You may not have the name recognition, the funding, or the team size. But if you’re willing to trust God, think differently, and act boldly. You’re already further ahead than you think.

Underdog branding isn’t about pretending to be something you’re not. It’s about embracing who you are—faith-filled, agile, and purpose-driven—and letting that be your advantage. Just like David, your next move doesn’t have to look impressive to be effective. It just needs to be aimed well, executed with faith, and led by the Spirit. There are giants in your path. But the God who called you is greater. Now pick up your stone, and go to battle.

>>>Nelson Semanu Boandoh-Korkor: Nelson is a respected author, publishing consultant, and Christian business coach. He is passionate about financial evangelism and is also a forex trader, cryptocurrency investor, and metaverse enthusiast. Elizabeth Boandoh-Korkor (CA): Elizabeth is a highly accomplished Chartered Accountant with nearly two decades of experience in financial management consulting. She has worked extensively in both the non-profit and banking sectors. You can reach out to them at 233549762233 or [email protected]

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