The use of underdog narratives is a popular leadership tactic that has been proven effective in motivating teams and organizations. Leaders in various industries, such as telecommunications and sports, often employ these narratives to create a compelling story of overcoming adversity and achieving success against the odds.
These narratives can become an integral part of a team’s collective identity, but there is still much to be learned about how they impact the attitudes and behaviors of team members. For instance, it is unclear whether the “us-versus-them” mentality that often accompanies these stories leads team members to feel unfairly treated and therefore take greater risks or cut corners. It is also unclear whether embracing the underdog identity can give workers a sense of purpose and well-being.
Using the underdog
Research from the USF Muma College of Business explores how the approach can play out and whether there are any potential potholes for managers to keep in mind.
“All groups have an identity, and usually, it is up to the leader to shape it,” the researchers explain. “A powerful way leaders shape a group’s identity is through the stories they tell. What we don’t know is, what is it pushing you to do when you see yourself in that underdog image?”
The researchers offer instances from several industries such as sports, telecommunications, apparel, and automotive, to demonstrate how leaders utilize underdog narratives to motivate and fulfill their organizations’ objectives.
“While there are many potential upsides to utilizing this story—such as increased motivation, engagement, and well-being—this paper also highlights some of the potential drawbacks and how these drawbacks may be mitigated,” the researchers explain. “One consequence of adopting a collective underdog identity is increased risk-taking by members of the organization.”
Fighting spirit
For instance, consider Apple’s situation in 2001 just before launching the iPod, when the company was facing difficult times. One of its competitors, Michael Dell, made a well-known statement that suggested Apple should close down and distribute its funds among shareholders. However, Apple’s commitment to innovation and its collective underdog identity revolutionized the way people interact with technology.
On the contrary, Uber’s journey to success from being an underdog was often criticized for engaging in ethically questionable behavior. The company was reportedly violating regulations in various regions, allegedly stealing technology from rivals, and even reportedly stalking a journalist to further its interests.
One potential way to offset the risks of negative consequences is to avoid using the underdog narrative to portray an us-versus-them type scenario.
“When you frame success as a zero-sum game, you motivate members of an organization to sabotage their competition. The message is that we’re being treated unfairly and are at a disadvantage, so people may try to level the playing field by cutting corners,” the researchers explain.
When teams are able to buy into a more collective form of underdog spirit and status, however, it can bind them together. For example, New Balance famously promotes itself as an underdog in the athletic shoe industry by breaking from industry out-sourcing norms and having a significant portion of its footwear produced in the U.S.
“Members of the organization take pride in seeing themselves as working against industry giants as the little guy who promotes the social good by supporting local communities,” the authors conclude.
