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.
The Underdog Principles
Three advantages every challenger has over bigger competitors, from a neighborhood shop to a company on the verge of scale.
Positioning
Focus on the customers who value what makes you different
Positioning
Larger competitors have to appeal to everyone. You don't. A neighborhood bakery and a growth-stage software company win the same way: by knowing exactly which customers value what they do best, and building how they sell around those customers instead of chasing every deal.
Proximity
The understanding that comes from staying close to your customers
Proximity
Big companies spend millions on research to learn what their customers want. Smaller and faster-growing companies can learn it directly, from every sale, every lost deal and every conversation. The ones that keep that closeness as they scale make better decisions about where to grow, and see changing needs before anyone else does.
Purpose
A reason to exist beyond the next quarter's numbers
Purpose
Large corporations are run by financial metrics. A business with a clear purpose, whether that is serving a community or solving a problem its founders care about, has more ways to grow. It attracts the right people, earns customer loyalty, and gives the team a reason to solve hard problems creatively.
Interested in applying these principles to your business?
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About Sri
Sri Kaza helps growth-stage companies achieve a revenue inflection point by building the go-to-market engine to scale. He works with companies at the stage where revenue growth stalls and selling has to become a repeatable system, and with the investors who back them, as an advisor, board member or consultant.
Sri was a Partner at McKinsey & Company, part of more than 15 years advising Fortune 500 companies on sales, operations and strategy. He then moved into operating roles. At Tax Credit Co., revenue grew 10x as the business became a SaaS company. As COO and then private equity-backed CEO of BriteCap Financial (formerly ForwardLine Financial), he grew originations 12x and led the company through its sale.
His work with small businesses led to Unconvention: A Small Business Strategy Guide, an award-winning book built on the Underdog Principles. He also mentors small business owners as a SCORE volunteer.
Copyright 2026
Sri Kaza