strategy by liddell hart
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Strategy by Liddell HartMarlon T. MartinezENTREP F10TRANSCRIPT
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STRATEGY by Liddell HartMarlon T. MartinezENTREP F10
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Lindell Hart• A brilliant British military strategist who
contributed much to revolutioninzing modern war with his pre and post WW2 writings
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The book
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The book is divided into four parts:
• Strategy from Fifth century B.C. To Twentieth Century A.D.
• Strategy of the First World War• Strategy of the Second World War• Fundamentals of Strategy and
Grand Strategy
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Strategy vs. TacticsStrategy• Immutable• a Big Picture look at a problem that
focuses upon the entire forest and not individual trees
• A strategy is an idea… A conceptualization of how the goal could be achieved.
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• But let’s get off the battlefield and look at successful brands…
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• Goal: Increase Sales• Strategy: Devise new reasons for
customers to buy the product• Tactics: TV advertising, magazine ads,
infomercials, retail promotions, website,
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• Sun Tzu’s words can rghtly be called the basis of all progressive thinking on strategy.
• Sun Tzu’s book, The Art of war, is the classic text on strategy and warfare.
• It is widely circulated
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• For decades, however, Sun Tzu’s book was treated more as a historical curiosity than as a military guidebook.
• Only the most enlightened generals, it seems, were interested in the military philosophizing of a general who commanded chariots.
• The Art of War enjoyed a flowering of popularity in the 1980s when it was adopted by businessmen and stock traders who saw commerce as a model of warfare.
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• The problem, to paraphrase Jamie Lee Curtis from another film, “A Fish called Wanda,” is that while gorillas do read philosophy, they don’t understand it.
• Sun Tzu’s brilliant 13 chapters are poetic, at times blunt, but more often than not, impenetrable to present-day readers.
• The author clearly is making an important point– to win, you must use indirect tactics.
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• Liddell Hart arrived at a set of principles that he considered the basis of all good strategy.
• He reduced this set of principles to a single phrase: the indirect approach; and to two fundamentals
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The indirect approach• The strategy calls for armies to
advance along the line of least expectation against the least resistance
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Two fundamentals• direct attacks against an enemy firmly
in position almost never work and should never be attempted
• to defeat the enemy one must first upset his equilibrium, which is not accomplished by the main attack, but must be done before the main attack can succeed
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• So, what does it mean to have an indirect strategy?
• In military terms, indirect strategy involves attacking an enemy on his flanks (sides) or rear – basically, where he doesn’t expect it.
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• As with military strategy, direct, frontal attacks against other companies in business rarely succeed. Unless your company is by far the largest in its business or has a strongly dominant sales channel, any direct attack against your competition is likely to fail.
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• Rather than competing on features or performance, change the ground rules. Compete on price, distribution model, ease-of-use, accessibility, partnerships, integration, switching cost or similar.
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• Employing indirect strategies doesn’t mean that you need to change your end goal. It simply means that you need to change the way you approach the battle to achieve it.
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• Be smart; attack at the intersection of where your competition is weak and customers perceive value. It’s not only about having a better product or service, it’s about the whole package – support, customer satisfaction, distribution, PR, everything.
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Thank you!