A little secret: this one was inspired by G.I. Joe. Now wait. Before you scoff — hear us out. Butler Health System had this all-star team of orthopedic surgeons but no one knew about them. It was the fall of 2009, the Olympics were coming and the world was desperate for a hero. We gave them seven.
School rankings really only matter if you make the top-somethings — Top 10, Top 25. But if you can't even claim Top 100, it's time to start thinking beyond the numbers. Our first order of business with W&M was to get them to accept their Challenger Brand status. Then, teach them to master it.
This one's a doozy. Here we had two vibration monitoring companies owned by the same guy in virtually the same field. The employees wanted to play matchmaker and get the companies together, but there were all these legal things getting in the way. (Any likenesses to persons living or dead or the plot of The Parent Trap are purely coincidental.)
Butler Health System was on the verge of establishing a smokin' urgent care facility in Butler, PA. Threatened by this expansion, market leader MedExpress looked to open one of its own. We would have a one-month jump and the duty of educating the public about "urgent care." Good thing we were trained to run in knee-high boots.
Work sucks. 59% of America says so. Which means more than half the country is ill-suited for their occupation. And a great many of those, happy or no, are probably stuck with tens of thousands in student loans for the degree that got them the job they hate. It's a lovely system.
It was a classic Challenger Brand scenario. Two top female infertility doctors decided to break from the established healthcare system and go it alone. They would create a freestanding, full-service fertility clinic designed to provide an alternative, holistic experience. But would the empire, uh, strike back?
