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Tuesday, January 19, 2010

Art of War - Sun Tzu: Maintenance of the Objective


Sun Tzu - Strategies for Marketing
by Gerald A. Michaelson and Steven W. Michaelson


3rd Pinciple - Maintenance of the Objective
A clear intention and a steady aim.

The objective is the most imporatn because without an objective, all of the other principles are pointless. Objectives should be decisive, attainable and easily communicated. It should be simply stated that you could write it on a 3-by-5 index card.

With the objectives in place, the way to win must be determined before the battle. Strategy is the planning and mental process. Tactics involves action in the actual battle.

"To subdue the enemy without fighting is the supreme excellence." It is said that the supreme excellence is to win without fighting. I wondered how can a company win a war that did not start at all. Then it hit me, once your strategies attack the enemy's strategy, the need to fight will be gone, as there will be no enemy to attach at all.

Strategic turns can hurt the business and marketers should be well prepared for these shifts. Establish a strategic initative that concentrate on few initiatives is probably the best way to ride the strategis turns in the marketing war.

Do not ever underestimate the enemy. A plan of action should be developed. A market test should also be done to determine the options in entering into battle or disengaging with minimal costs.

Calculated risks should also be taken. A risk is minimized with the proper information to feed the strategy and proper execution of the tactics. According to the book, survival is the ultimate objective of every enterprise. For me, why only survive, when you can win?


Please note that the summary above is based on my perception of the principle. Should anyone think otherwise, please comment and we can discuss it. As they always say, "Two heads are better than one."

Also it is best for you to also read the whole book to fully grasp the principle.

Thank you for reading.

Blessed be.


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