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Strategy by liddell hart


Strategy by Liddell Hart …

Strategy by Liddell Hart

Marlon T. Martinez

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  • 1. STRATEGY by Liddell Hart Marlon T. Martinez ENTREP F10
  • 2. Lindell Hart
    • A brilliant British military strategist who contributed much to revolutioninzing modern war with his pre and post WW2 writings
  • 3. The book
  • 4. 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
  • 5. Strategy vs. Tactics
    • Strategy
    • 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.
  • 6.
    • But let’s get off the battlefield and look at successful brands…
  • 7.
    • Goal: Increase Sales
    • Strategy: Devise new reasons for customers to buy the product
    • Tactics: TV advertising, magazine ads, infomercials, retail promotions, website,
  • 8.
    • 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
  • 9.
    • 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.
  • 10.
    • 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.
  • 11.
    • 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
  • 12. The indirect approach
    • The strategy calls for armies to advance along the line of least expectation against the least resistance
  • 13. 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
  • 14.
    • 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.
  • 15.
    • 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.
  • 16.
    • 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.
  • 17.
    • 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.
  • 18.
    • 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.
  • 19. Thank you!