In the NCAA Men’s National Basketball Tournament, March 2023 has been all about upsets. As the tournament heads into its final weekend, the four teams left standing includes perhaps one team, the Huskies of Connecticut, who anyone has heard much about this season. The other teams — Florida Atlantic, San Diego State, and Miami — weren’t expected to sniff the Final Four, much less crash the party.

Imagine you’re an accounting firm trying to land a local client and find yourself going head-to-head with PwC, which is also vying for their business. What would your response be?