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Strategy by liddell hart
 

Strategy by liddell hart

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Strategy by Liddell Hart

Strategy by Liddell Hart

Marlon T. Martinez
ENTREP F10

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    Strategy by liddell hart Strategy by liddell hart Presentation Transcript

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