New book examines how emerging brands break through

NEW YORK — Why do dark horse companies win — and how do they win?

That is the key focus of a new book by sales strategist and Elevation Forum founder Dan Mack, “Dark Horse: How Challenger Companies Rise to Prominence.” The best leaders and companies bring more than unique products or services to the market — they consistently tap into the 10 key growth enablers Mack outlines in his book.  

Dan Mack's "Dark Horse" is a documentation of his various experiences as a sales strategist and entrepreneur, having spent 25 years as a leader of two challenger companies. The book is a summation of five years of research, interviews, and consulting discussions with more than 100 emerging companies that, by all accounts, were outmatched by the competition — yet went on to great success.

Ken Martindale, president and COO of Rite Aid, called the book, "a must-read for anyone who is inventing or re-inventing their business."

"Dan truly understands the power of the 'Dark Horse' in a business setting,” said Joe Magnacca,
president and CEO of Radio Shack. “Believe in the 'Dark Horse' — and be the first to see it."

Added Walgreens VP/GMM of beauty and personal care Shannon Curtin, "Dan has uncovered the hidden assets and blueprint that challenger companies utilize to unlock the secrets to game changing results."

To learn more about "Dark Horse,” please visit or watch the video.

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