Unconvention Now Available on Spotify!
The Award winning strategy guide small business owners, now available as an audiobook. Learn about the Underdog Principles for building resilient, profitable businesses.
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The Underdog Principles
Positioning
The ability to focus on a set of customers who value what makes you unique
Positioning
Big companies must appeal to everyone, you have the freedom to focus on your customers. Its ok to put your personal favorite products on the shelves, if customers love your taste. You don't have to offer every type of french pastry when you have fantastic coffee. Success comes from leaning into what makes you special.
Proximity
The deep understanding that comes from direct customer interactions
Proximity
Big companies spend millions trying to understand their customers through data and research. You gain that understanding from serving your customers every day. This direct connection gives you insights that big businesses can't match and informs your decisions to grow and adapt changing needs.
Purpose
The freedom to build something meaningful beyond just making money
Purpose
Unlike large corporations driven by financial metrics, you can build your business around your values and vision. Whether it's serving your community, pursuing your passion, or feeding your family, a purpose beyond profit gives you more ways to grow and the freedom to be creative in solving problems.
Interested in applying these principles to your business?
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About Sri
Sri Kaza is a business leader and small business advocate with a career spanning corporate strategy, entrepreneurial ventures, and dedicated support for small businesses.
After earning degrees from the University of Michigan and Northwestern University, he began his career at McKinsey & Co., advising Fortune 500 companies. This was followed by executive roles focused on supporting small businesses, including serving as CEO of ForwardLine Financial, where he helped tens of thousands of small businesses achieve their goals.
Through his extensive experience working with both large corporations and small businesses, Sri developed the Underdog Principles — a framework that helps small businesses leverage their inherent advantages to compete and thrive in any market.
Copyright 2026
Sri Kaza