Challenger Brands are brave. They speak out against wrongs and aim to resolve them. This can range from egregious fees, horrible customer service and mediocre performance to racial injustice, gender discrimination or environmental degradation. They believe that business can and must be a force for good, and that their responsibility extends well beyond their obligation to shareholders to their customers, employees, society at large and the planet. They don’t shy away from the impossible, and run towards a challenge.
They are earnest in their actions, aiming to align their business, hiring, manufacturing, financial and social practices with their mission – recognizing that change happens from the many small daily decisions as much as it does from the grand strategy.
They are humble and reflective, acknowledging their progress and the distance they are yet to travel.
They act alone and with others. They don’t wait for others to lead when leadership is needed, but also know that change is more powerful when realized together, and play the needed role for the greater good.
They question fundamentals, operate from first principles and are intentional about actions. They don’t need to do things the way they’ve been done in the past, but architect new ways based on what the world needs now.
They do right by the customer. They invest in relationships with them, empathize and often drive exceptional growth through word of mouth and referrals.