May
26
Louisville
The Innovate Summit
Unconvention was selected for the Innovate Summit 2026 book exposition and signing in Louisville, Kentucky — a long-running feature of Brian Wallace's community-first conference.
Tuesday, May 26, 2026
The Innovate Summit · Louisville, Kentucky
Unconvention was chosen for the Innovate Summit's book exposition — a signature fixture of an event that puts relationships and ideas ahead of attendance counts.
Unconvention was selected for the Innovate Summit 2026 book exposition and signing in Louisville, Kentucky — a long-running feature of Brian Wallace's community-first conference. Alongside a carefully curated catalogue chosen for founders and business builders, the book was available for browsing and in-person signing. The Summit draws entrepreneurs, executives, and innovators who prioritize depth of connection over volume of contact — exactly the audience the Underdog Principles were written for.
Organized by Brian Wallace · Founder, NowSourcing & The Innovate Summit
Event Photos
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?
Copyright 2026
Sri Kaza