Stay Hungry: Believe in Your Brand, But Never Settle

Drink your company’s Kool-Aid, but only three-quarters of the way through.

Believe and act as though you’re number two – (even if you’re number one).

In 1962, Avis Rental Cars trailed behind the market leader, Hertz. Rather than shrink away from that fact, they embraced it. They launched a now legendary advertising campaign that proudly declared:

“Avis. We’re number two. We try harder.”

The “we try harder” ads were an instant hit. Not only did the public embrace the underdog, staff morale at Avis boomed and its customer service improved dramatically.

From 1963 to 1966, the US market share split between Hertz-Avis narrowed from 61–29 to 49–36; and the campaign ultimately propelled Avis to number one in Europe.

They’ll be teaching the Avis ad campaign for years to come – it’s a classic – but the real lesson is that complacency is a gateway drug; and staying humble and hungry is the only detox.