Gladwell's "David and Goliath" Book Underscores the Need for Tactics to Help Underdogs Succeed, Says Grassroots Consultant Amy Showalter

CINCINNATI, Oct. 29, 2013 /PRNewswire/ -- Malcolm Gladwell provides the war cry for all Davids who combat Goliaths in his new book, while Amy Showalter provides the battle plan for underdogs to win political battles.

In her book, "The Underdog Edge," Showalter provides step-by-step instructions for trade groups, companies, political parties, non-profits and individuals to influence decision makers, affect policy change and make a difference in the world. In short, it is a playbook that shows how ordinary people change the minds of the powerful.

"The funny thing today, is that many large organizations are positioning themselves as underdogs–regardless of their size," said Showalter, who presents keynote speeches at conferences for trade associations, corporations and large non-profit advocacy groups. "The largest companies and the most powerful non-profits who are successful see themselves as a David who must conquer a political power or a business interest that has more power and authority."

But most groups don't know how to persuade those who have power.

"I'm thrilled that the concept of the underdog is coming to the forefront, but there's a level of deeper research that shows you how to win which is contained in 'The Underdog Edge,' " said Showalter who consults with PACs and grassroots organizations.

"Beating a Goliath is not easy. It takes a long time to be successful. It is never instant. You have deploy seven 'extreme influence tactics' that I've described in my book. Those defining tactics are based on extensive research I've conducted by interviewing the Davids and the Goliaths. You need to do all these tactics and do them correctly," she said.

"I did a happy dance when Malcolm Gladwell's publisher sent me an advance copy of his new book, 'David and Goliath: Underdogs, Misfits and the Art of Battling Giants' (Little, Brown). After all, we're kindred spirits when it comes to believing that underdogs have many advantages in the influence milieu," she said.

"Malcolm shares the nuances of underdog achievement. What's wonderful about his book is his ability delve into the underdog narrative and highlight the granules that make these individuals so impactful," she said.

"We're wired to pay attention to and embrace these underdog stories. Oprah reminds us she was born into poverty. Wal-Mart has featured ads that showcase 'ordinary' employees who rose through the ranks to become leaders in their stores and regions," she said.

The rules also apply to the workplace, so if you want to get a raise, get your project approved or move up the corporate ladder, "The Underdog Edge" provides the instructions for success.

About Amy Showalter

Amy is a grassroots and PAC influence expert who founded The Showalter Group to help associations and corporations increase their grassroots and PAC effectiveness. In fact, over 85% of her long-term consulting clients have experienced an increase in budget, staff, and senior management recognition after collaborating with Amy.

She blogs for KStreetCafe.com, Lobbyblog.com and has been a columnist for Forbes. Over 500 media outlets have featured her insights, including the San Francisco Chronicle, The Washington Times, Politico, CNN Money.com, Foxnews.com, CNBC.com, and Roll Call.

Amy also is the Executive Editor of Creating and Managing an Association Government Relations Program, published by the American Society of Association Executives.

Over 3,000 government relations professionals subscribe to her Roots of Success newsletter. She is the Co-Founder and Producer of Innovate to Motivate®, a conference for veteran political involvement professionals.

About TSG The Showalter Group

Founded in 1999, TSG clients include major corporations such as International Paper, Monsanto, Southwest Airlines, and national trade associations such as the American Society of Civil Engineers and the National Federation of Independent Business. Major non-profits that they have collaborated with include the American Heart Association's Office of Public Advocacy, the United States Green Building Council, and the Girl Scouts of the USA. State trade associations that have hired The Showalter Group for consulting projects include the California Healthcare Association, the Pennsylvania Bankers Association, and numerous state REALTOR® associations.

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SOURCE The Showalter Group