Author’s Bio Hardeep Kumar                                                                        Hardeep is a            ...
“48 Laws of Power” applied to business and marketing                        www.biztekmantra.com__________________________...
“48 Laws of Power” applied to business and marketing                        www.biztekmantra.com__________________________...
“48 Laws of Power” applied to business and marketing                        www.biztekmantra.com__________________________...
“48 Laws of Power” applied to business and marketing                        www.biztekmantra.com__________________________...
“48 Laws of Power” applied to business and marketing                        www.biztekmantra.com__________________________...
“48 Laws of Power” applied to business and marketing                        www.biztekmantra.com__________________________...
“48 Laws of Power” applied to business and marketing                        www.biztekmantra.com__________________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                            www.biztekmantra.com______________________...
“48 Laws of Power” applied to business and marketing                                     www.biztekmantra.com_____________...
The 48 laws of power applied to business and marketing
Upcoming SlideShare
Loading in...5
×

The 48 laws of power applied to business and marketing

5,657

Published on

This is an attempt to apply "The 48 laws of power" by Robert Greene to Business and Marketing with amazing learning insights

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
5,657
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
159
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

The 48 laws of power applied to business and marketing

  1. 1. Author’s Bio Hardeep Kumar Hardeep is a Senior Marketing professional. In his career span of over one and a half decade, he has been through diversified functions of sales, product management, brand management, strategic planning, and marketing. He is ardent reader and love to pen down his thoughts as a writer. He has been writing in blogs, forums, riting and magazines on management and technology. He also regularly writes his personal blog www.biztekmantra.com He can be contacted at hardeep.handa@biztekmantra.com deep.handa@biztekmantra.com You can follow him at twitter at www.twitter.com/BizTekMantra twitter.com/BizTekMantra(This work is being released under open general lic cense. You can republish and redistribute this work with mentioning due credit to author and m www.biztekmantra.com Cover Page: Publisher of the book “The 48 laws of power” is the copyright owner of image on cover page owThe 48 laws have been taken from the book “The 48 laws of power by Robert Greene. The interpretation for business and marketing has been The power” done by author Hardeep Kumar)
  2. 2. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________ ContentsIntroduction ………………………………………………………………………………………………..07The Idea ……………………………………………………………………………………………………..09The Laws (The 48 laws of power)1. Never outshine the master ……………………………………………………………………...092. Never put too much trust in friends; learn how to use enemies……………………093. Conceal your intentions …………………………………………………………………………..104. Always say less than necessary ………………………………………………………………..115. So Much Depends on Reputation – Guard it with your Life ………………………….116. Court attention at all costs ………………………………………………………………………127. Get others to do the work for you, but always take the credit …………………….138. Make other people come to you; use bait if necessary ……………………………….139. Win through your actions, never through argument …………………………………..1410. Infection: avoid the unhappy and unlucky ………………………………………………..1411. Learn to keep people dependent on you …………………………………………………..1512. Use selective honesty and generosity to disarm your victim ……………………….1513. When asking for help, appeal to peoples self-interests, never to their Mercy or gratitude ………………………………………………………………………………….1614. Pose as a friend, work as a spy ……………………………………………………………….1615. Crush your enemy totally ………………………………………………………………………..1716. Use absence to increase respect and honor ………………………………………………1717. Keep others in suspended terror: cultivate an air of unpredictability ……………1818. Do not build fortresses to protect yourself. Isolation is dangerous ………………1919. Know who youre dealing with; do not offend the wrong person …………………1920. Do not commit to anyone ………………………………………………………………………..1921. Play a sucker to catch a sucker: play dumber than your mark …………………….2022. Use the surrender tactic: transform weakness into power ………………………….2023. Concentrate your forces ………………………………………………………………………….20_____________________________________________________________________________________www.biztekmantra.com
  3. 3. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________24. Play the perfect courtier …………………………………………………………………………2125. Re-create yourself ………………………………………………………………………………….2226. Keep your hands clean …………………………………………………………………………..2227. Play on peoples need to believe to create a cult like following …………………..2328. Enter action with boldness ……………………………………………………………………..2329. Plan all the way to the end ……………………………………………………………………..2430. Make your accomplishments seem effortless …………………………………………….2431. Control the options: get others to play with the cards you deal ………………….2432. Play to peoples fantasies ……………………………………………………………………….2533. Discover each mans thumbscrew ……………………………………………………………2534. Be royal in your fashion: act like a king to be treated like one ……………………2635. Master the art of timing ………………………………………………………………………….2636. Disdain things you cannot have: Ignoring them is the best revenge …………..2737. Create compelling spectacles ………………………………………………………………….2738. Think as you like but behave like others …………………………………………………..2739. Stir up waters to catch fish …………………………………………………………………….2840. Despise the free lunch ……………………………………………………………………………2841. Avoid stepping into a great mans shoes ………………………………………………….2842. Strike the shepherd and the sheep will scatter ………………………………………….2943. Work on the hearts and minds of others ………………………………………………….2944. Disarm and infuriate with the mirror effect ………………………………………………3045. Preach the need for change, but never reform too much at once ………………3046. Never appear perfect ……………………………………………………………………………..3047. Do not go past the mark you aimed for; in victory, learn when to stop ……….3148. Assume formlessness ……………………………………………………………………………..31_____________________________________________________________________________________www.biztekmantra.com
  4. 4. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________ IntroductionYou read a lot of books in your life span. Many fade out as an average stuff leaving youwith some message; or transforming you into an improved person or a betterprofessional.Some books leave a lasting impression on your psyche. They force you to think, theycompel you to analyze yourself and people around you, and they incite you to look toother side of the coin. They exasperate you, disturb you, make you restless andinstigate you to look for the answers for painful questions.“The 48 laws of power” is one such cult classic by Robert Greene. The laws of powergoverning the humans are timeless. They are amoral; and were as aptly applicable tothousands of years before as they are today.Inherently, humans are still driven by strong emotions of love, passion, lust, envy, fear,hurt, contempt, hatred, selfishness, remorse, desire etc. These emotions are so strongthat they ride unbridled if not tamed. History is the witness, those who managed theseemotions and made them their slaves were gifted with power; and it’s the game ofpower which separates the successful from failures.“The 48 laws of power” by Robert Greene is the distillation and crux of corridors ofpower during 3000 years of history. It draws the lessons either from observation ortransgression of these fundamental laws. They draw the examples of Queen Elizabeth,Henry Kissinger, Niccolò Machiavelli and many more great characters.The laws show the ways people play, manipulate, improvise, preserve, and defendpower. They peeked into the dark side of human mind and let you make the safe wayto the world of power.Some laws seem to delicately balance on the boundary of societal ethical and nonethical behaviors or conduct. You may disagree with some laws but the fact remainsunaltered and these laws reside deep down the human psyche._____________________________________________________________________________________www.biztekmantra.com
  5. 5. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________There is striking resemblance of these laws to the business and marketing’s preachingand behavior. After all human mind and struggle for power makes the core of everydomain.I attempt to apply these timeless laws to business and marketing and saw the amazinginsights, the crux of teachings by great management gurus.Its my attempt to interpret these laws for business and marketing. I tried to dig out theteachings and lessons. If you interpret in more logical and lucid way, drop a line to meat hardeep.handa@biztekmantra.com or write a comment on related post atwww.biztekmantra.com.November 13th 2012 Hardeep Kumar_____________________________________________________________________________________www.biztekmantra.com
  6. 6. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________ The 48 Laws of Power Applied to Business and MarketingThe Idea“Get others to do the work for you, but always take the credit”, “Pose as afriend, work as a spy”. The statements were brutal and hit me straight in the facewhile I was exploring some good stuff to read at Mumbai airport bookshop, waiting formy flight back home about a year back.The statements were contrary to what I ethically believe and what great managementgurus preach. Much of the other content seemed equally and strongly contradicting myingrained moral principles.Forbidden things charm like magic spell and the same happened to me. I bought “48Laws of Power” by Robert Greene; though I started reading it only a couple of monthsback; and I was captivated.“48 Laws of power” is the collection of laws from 3000 years of history andphilosophical anecdotes.In the today’s time where “cut throat” is the way of power hungry life, these lawsvindicate their point.These laws are amoral in themselves, means there is no right or wrong but a singlepoint target of playing the power games successfully in the by-lanes of corporate andpersonal sphere. The laws are timeless and definitive.Personally, my own moral compass has been the best in guiding my behavior, conductand decisions; and I am satisfied with it.You must read this book (“The 48 laws of power” by Robert Greene) to get to theunderneath of behaviors of people around you. These are excellent lessons on the darkside of human conduct._____________________________________________________________________________________www.biztekmantra.com
  7. 7. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________On the flip side, from my view of business and marketing, Mr. Greene has astonishinglessons to teach through these laws. I apply these laws to business & marketing andsaw amazingly powerful insights.The laws governing the market out there, the organizations fiercely cutting each otherare no different than the laws people apply to climb the ladder in power games. “Amoral, cunning, ruthless, and instructive, this workpiercing work distills three thousand years of the history forty- of power in to forty-eight well explicated laws”._____________________________________________________________________________________www.biztekmantra.com
  8. 8. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________The LawsLaw 1.Never outshine the masterDon’t confront the mightier competitor; at least never make your moves visible. Don’tget into the direct line of fire immediately. Lie low and watch the moves and strategizeaccordingly.I think of the apt example of this law when Reliance decided to enter mobile telephonymarket of India with CDMA technology. Airtel was major player, but Reliance hadfinancial muscle and government clout.In the words of Sunil Mittal, chairman and group CEO of Bharti Enterprises; “When theAmbanis announced that they were entering the mobile telephone sector with CDMAtechnology, the general view was that Airtel was in trouble. The Ambanis were big.They were smart. They had never failed at anything they had tried…. We knew that wewere fighting for our survival. The company was polarized between two points of view.Some people said that we should go out and fight. I had an opposite view because Iknew what we were up against. My strategy was to lie low and conserve our energies.Wait till the storm passes and see what the situation is like then. In the interim, wewould do our best to get close to the customer.”Airtel survived the phase and now is India’s number one mobile operator. It didn’toutshine the master, remained low and prepared for the onslaught; at the end emergedas a winner.Law 2.Never put too much trust in friends, learn how to use enemiesThere are no friends but foes in the fiercely competitive markets. Learn from yourcompetitions’ failures and successes. Use their good strategies with utmost ingenuity.Even go to the extent of hiring the key aids of your competition to get to the core oftheir reasoning._____________________________________________________________________________________www.biztekmantra.com
  9. 9. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________ __________________________________________________________________________________Samsung has been grossly benefitted by using Apple’s innovation strategies by beingaggressive “Fast Follower”. Its galaxy S3 sale even outpaced iPhone4 for the shortperiod. Samsung aptly learnt to use its enemies.Law 3.Conceal your intentionsKeep the things up your sleeves. Don’t let your real intentions visible.Moreover, conceal your business and marketing plans as closely guarded secrets.Catch your competitors’ unaware. Announcing products before they are ready givestime to “aggressive followers” to respond, raise customer’s expectations exponentially, ressiveand let people pass the judgment by idea and concept, not by actual product.Ignore the power of concealment and secrecy at your own peril.Apple has ingrained secrecy culture, from the days of Steve Jobs, for its developmentprocess from ideas to prototype to tangible product. Apple keeps everybody guessingby keeping the product development and prototypes under veils. It has been somewhat .compromised for iPhone5, probably due to the chinks in massive supply chain. Apple’s e5,top brass has emphasized again, on overhauling the supply chain, reviewing current “Don’t associate your organization and brand with anything which showcase you in negative frame”._____________________________________________________________________________________www.biztekmantra.com
  10. 10. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Chinese OEMs to plug the holes; and keep their ideas, processes, prototypes, closelyguarded secrets.Law 4.Always say less than necessaryThe more you say, the more common you appear. Keep your messages to customersopen ended without looking vague.I believe the relation between brands and customers go from enticing phase torelationship phase. In both, saying less and being clear means more understanding.Communicate to build the “X” factor around your brand, the aura which overwhelms theaudience.Powerful brands impress and intimidate by saying less.Don’t clutter your message with too much information; it repels not seduce.Law 5.So much depends on reputation --- guard it with your life!In the recent spate of misdeeds by executives, misappropriations, and corporatescandals; the reputation has taken central stage in business circles.Corporate reputation and brand reputation are two different approaches; and equallycritical.Corporate reputation directed inward and indicates respect the organization hasamongst varied groups and individuals – customers, employees, shareholders, media,suppliers, vendors etc.Brand reputation directed outwards. It relies on the promise that the brand made to itscustomers and extent to which the promise is fulfilled. Its about unwavering faith ofcustomers in the brand.Reputation is the underlined criteria for “Most admired companies” and “most trustedbrands” lists released by Fortune and Interbrand respectively._____________________________________________________________________________________www.biztekmantra.com
  11. 11. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________ __________________________________________________________________________________Its imperative in all circumstances that you must not let anybody play with yourcorporate and brand reputation. They are the survival requisites for you and, truly said,you must guard them with your life.Reputed corporations and brands are the most respected and, obviously, the mostvaluable.A strong reputation is desired and stakes are al all-time high.Law 6.Court attention at all costCapturing attention is what marketing and advertising plan boil down to; culminating planswith decision of customer to buy. Corporations are spending billions of dollars to court buy.attention.There are highest ever choices available to get the attention of your audience; directmarketing, social media, referral affiliates, mobiles, telemarketing; the options are just , referrals, ,too many.Cross promote your product, build pre launch hype, create harmless controversiesaround the product, rope in trendsetters and business bodies to endorse your products. endorseCourt attention at all cost.Strategize to propagate the good practices, invest in branding. Do everything to stand “Don’t sell products or brands, sell promise and gratification.” gratification. fication.”_____________________________________________________________________________________www.biztekmantra.com
  12. 12. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________out from the crowd; seize attention…. You will be duly rewarded.Law 7.Get others to do the work for you, but always take the credit!Look for people, technologies, ideas outside that can help build your business; andpoach, buy, grab… do whatever you can.Graphical user inter-phase was used innovatively by Apple in Lisa and original Mac OS;though it was developed by Xerox PARC (Palo Alto Research Center). Samsung usingApple’s designs, Edison patenting Tesla’s innovations; the world is full of suchexamples.Indian process patent law for pharmaceutical products till 2005 was perfect example ofthis law which was legally supported by government.From another view, let your competitors build the market; you reap the benefits. Be theaggressive fast follower.Law 8.Make other people come to you --- use bait if necessary!Create pull and sustain it by all means.Use every technique in the book to entice, seduce, and cajole the customers. Makethem come to you and be dependent on you. Locking down on operating systems,offering “baits” masked in promotional campaigns, using means to make media to writepositive reviews, targeting customers’ emotional domains, promise to fulfill the desiredetc. can work to create the “pull”.Quality, consistency, honesty, trust etc. are obvious must have’s.Remember, there is nothing right or wrong, these laws are amoral._____________________________________________________________________________________www.biztekmantra.com
  13. 13. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Law 9.Win through your actions, never through argumentDemonstrate, do not elucidate. At least, listen to your customers and connect withthem. Give them ears. Organizations and brands are ultimately judged by their actions.See your brand promise through emotional, rational, psychological, and ethicaldimensions. The promise, in words and actions, must be honest and straightforward.If you find something inappropriate with your brand in terms of delivering the promise;apologize immediately and move on. Don’t defend.Deliver what you promise. Pompous campaigns loaded heavily with promises notconverting to actions on the ground are sure recipe for disaster. Your actions alwaysspeak louder than words.Law 10.Infection --- avoid the unhappy and unluckyNike, Anheuser-Busch, LUX, FRS Co., Oak investment partners, Trek bicycle corp. andmany more ended contracts and all relations with Lance Armstrong, immediately afterthe doping scandal, involving the cycling legend.They all are complying with 10th law.Don’t associate your organization and brand with anything which showcase you innegative frame.Opening up the brand is fine but must be moderated. Avoid negative media reviews;attend to customers’ complaints with alacrity, associate your brand with positiveplatforms.The unfortunates will spell doom, not only on them, but will be a disaster for your “Strategize within your capacity and resources. Declare war only when you are prepared.”_____________________________________________________________________________________www.biztekmantra.com
  14. 14. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________corporation and brand as well. Always remember the law 5 – “So much depends onreputation --- guard it with your life!”.Law 11.Learn to keep people dependent on youThis law is the extension of law 8 where you make people to come to you. Sustain thepractice; they will be dependent on you.Consumer forums raise eyebrows on the morality of this law. Customer dependencydoesn’t mean curtailing down the options available to customers; but locking themdown emotionally to your brand. Emotional connect is what makes people greatadvocates and admirers of your brand.Dependent and loyal users will go to great extent to keep you in business and growing.Beyond emotional connect, many companies use different ways and means to makecustomers dependent on them. Medical instrument manufacturers locking downcustomers to reagents of specific brand, computers manufacturers locking downcustomers on specific operating system, insurance companies and banks makingdifficult for customers to exit their schemes, are some of the examples wherecompanies are using this law effectively…making the customers dependent, lockingthem down completely.Law 12.Use selective honesty and generosity to disarm your victimA track record of trustfulness and honest service can cover many of your subsequentmistakes.Once you build trust and cult following, you can improvise your ways into the minds ofyour customers.Initially, invest heavily in all areas to build your trust reservoir; you will be spared withmany mistakes going forward. Be careful in taking chances with low trust level of yourcustomers._____________________________________________________________________________________www.biztekmantra.com
  15. 15. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Remember, honesty is the most critical behavior for organizations and marketing teams.Honesty makes or breaks the perceptions of customers. Honest marketing has alwaysbeen rewarded.Law 13.When asking for help, appeal to peoples self-interest, never to their mercy orgratitudeBingo!! The fundamental law of marketing.You must’ve heard the Cliché “people don’t buy the drill, but the hole”. You don’t sellproducts, you sell promise.You sell the solutions and fulfillment for your customers’ inherent emotional, moral,rational, psychological or physical needs. BMW is a promise to status and power, Revlonis promise to beauty and appearance, iPhone is promise to unmatched experience andcooler self image, Disney is promise to lifelong cherished memories; they are not onlyproducts or brands but something intangible which is fulfilling the needs of customers.Don’t communicate what you offer; tell how your product is best to gratify yourcustomers’ needs, how it is in their best interest to buy from you.Don’t sell products or brands, sell promise and gratification.Law 14.Pose as a friend, work as a spyKnowing about your competitors is critical. Have friendly contacts with your rivals; atthe same time keep a close watch on their every move to the precision of a spy.Gather as much information as possible from every potential means about their plansand strategy. Use publically available data, talk to competitors’ channel partners, visit“Do not attempt if you are not sure about your plans and strategies. Half dangerous” cooked strategies are extremely dangerous”._____________________________________________________________________________________www.biztekmantra.com
  16. 16. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________their stores frequently, be a customer yourself, sign up on their website, subscribe theirnewsletters, interact with their employees in business gatherings, do comprehensivedesktop research, catch the cues from their market moves.Your sales team is the largest source of competitive information. Develop the culture oftwo way information sharing between sales and marketing.The information will be sprinkled at to many points. Its important to connect the dots tosee the holistic picture.Use the information constructively; build counters in your strategy.Don’t let competitors surprise you by their unpredictable moves; in turn overwhelmthem by your aptly targeted strikes.Law 15.Crush your enemy totally!Even a dimly lit smolder, within no time, can turns into blaze. Remember that more islost by stopping halfway than going for total elimination.Localize your strategies and go all out even after those who may pose serious threat toyour existence in future. Don’t undermine your competition. Starve them, undercutthem, buy them, poach on them; use every possible technique to crush them.The Indian soft drink market is ruled by Pepsi and Coke. I remember Coke buying outthe major player at that time, Parle. All the other players have either become extinct orare operating with miniscule presence.The trick is to optimize your strategies and balances them out between customercentric and competition centric approach. Over-inclination towards any one of the twocan be dangerous.Law 16.Use absence to increase respect and honorUse scarcity selectively to create value. Play demand and supply game with utmostshrewdness._____________________________________________________________________________________www.biztekmantra.com
  17. 17. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Scarcity is placing a sort of limitation on product or service in terms of time or quantitymixed with perceived benefits like discounts, bonus, limited edition product, enhancedstatus etc. This shifts pressure on customer to act fast, and to avail the benefit. Thecustomer acts due to fear of losing on something which is available in limited qty or fora short duration.Use scarcity marketing to create the sense of urgency.Scarcity can also be used to selectively enhance your brand image.Make your brand available at select premium outlets to build respect. Control yourlogistics and availability and use them effectively as marketing tools.I reiterate, use this law carefully and selectively; or else, you will be driving away yourcustomers to your rivals.Law 17.Keep others in suspended terror --- cultivate an air of unpredictability!This law is extension to law 3 – “conceal your intentions”.Unpredictability in your moves and plans keeps your competition on toes.This strategy intimidates them, keeps them guessing. Predictability gives them a senseof control and confidence to counter. Be random in your outward approach.Steve Jobs was the master of this law. He was one of the most talked about executivefor his unpredictable and unconventional behavior. His plans, product development,product launches kept the competitors in dense fog of unpredictability. iMac, iPod,iPhone, iPad took the competitors and customers by surprise. They climbed the fameand sales charts within no time. “The way you carry your business and brands decides the way you will be your rivals” treated in market by your customers and rivals”._____________________________________________________________________________________www.biztekmantra.com
  18. 18. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Law 18.Do not build fortresses to protect yourself --- isolation is dangerous!Connect with your customers and employees through every possible medium. Open upyour brand with moderation. Heed to your customers. Isolation is akin to ceding theground for competitors.Procter and Gamble’s “Connect & Develop” program is the core of their innovationcapabilities. More than half of their new product initiations involve the collaboration withindependent innovators. P&G was struggling through 1990’s on innovation and newproduct development. The pipeline was becoming dry; until Connect & Develop cameinto light which changed the way P&G looked at innovation.Don’t undermine the significance of dialogue with your customers and stakeholders.Isolation and silos are fatal.Law 19.Know who you are dealing with --- do not offend the wrong personEveryone doesn’t react similarly to your actions, plans and strategies. In business, youdeal with numerous people, agencies, customers, vendors, employees etc. Deceive oroutsmart some; and they will spend their lifetime seeking revenge.Chose your business associates carefully, check their antecedents and know who youare dealing with. Don’t offend the wrong person ever.Law 20.Do not commit to anyoneMr. Greene wrote “only fools rushes to take sides. Do not commit to any side or causebut yourself”.Do not take sides, do not commit to any particular point of view, and do not commit toany political outfit. This might be detrimental to your business. Don’t let yourself tobecome obligated to anyone. Taking sides and committing publically can develop strongbiases in your audience._____________________________________________________________________________________www.biztekmantra.com
  19. 19. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________One exception, commit to your society and social causes. Great organizations committhemselves to upliftment of society.Law 21.Play a sucker to catch a sucker --- seem dumber than your markBeat your rivals by playing their own game. Play naïve and you will get the opportunityto deceive your rivals.Lie low; appear to be unprepared and aloof of their intentions. Prepare your plans andstrategy and strike at appropriate moment.Law 22.Use the surrender tactic --- transform weakness into power!This is an extension to the law 21 where you play dumber than you actually are.Don’t fight your bigger rivals penny by penny. Strategize within your capacity andresources. Declare war only when you are prepared. In the meantime, play surrendertactics; buy time to interpret their strategy.Trick is to disarm your competitors by deceivingly lowering your guards.Law 23.Concentrate Your ForcesBuild your core competency.Core competency is the concept advocated by C.K.Prahlad and Gary Hamel. In 1990“You will get what you pay for; be it quality of your employees, products, etc.” services, etc.”_____________________________________________________________________________________www.biztekmantra.com
  20. 20. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Harvard Business Review article "The Core Competence of the Corporation", they gavethe concept of core competency to the organizations.Core competency is identified by the three critical criteria: 1. It is not easy to imitate by competitors 2. It can be applied and re-used for varied products and markets 3. It contributes significantly to end product benefitsCore competency will let you sustain and outpace you rivals.Gallup also says, “keep strengthening your strengths”. Keep your strongest foot downfirmly. Its better to dig deeper into one area and be a leader; rather than venturing intonumerous businesses and be lower rung players.Google in search technology, Apple in simplicity and customer centricity, Sony ininnovation, Honda in small engines, Sigma in research chemicals; all have deeply rootedcore competencies.Converge your forces to specific strengths.Law 24.Play the perfect courtierMr. Greene wrote “The perfect courtier thrives in a world where everything revolvesaround power and political dexterity.”Enhance your clout, develop your relationships with authorities, and learn the art ofgiving in and still winning. You can wield power gracefully on other players, you caninfluence policy decisions on wider scale. Become as the courtier who develop his cloutin the court by wielding all possible means.Watch closely, the behemoth organizations of today play the role of impeccable courtierand reap the benefits.Multibillion dollar organizations influencing policy decisions by playing the perfectcourtier are not new in any part of the world._____________________________________________________________________________________www.biztekmantra.com
  21. 21. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Law 25.Re-create your life!The essence to survival in business is to re-create yourself with changing times andcontexts. Keep re-inventing your business and refurbishing your brands. Be ready forthe change and embrace it ahead of your rivals. Technological alterations are thebiggest factor responsible to throw companies out of the business. Change or beprepared to be perished.Paypal, Google, Facebook, Apple and many more have transformed themselves withtimely innovations; and redefined with changing time. The flexibility is in the DNA ofsuccessful companies.Organizations who take their own sweet time to see the change coming and fail to re-create themselves at the right time meet the fate of Kodak, Worldspace radio; orbecome laggards in their industry like Sears, Motorola mobile business, Yahoo, AOL,Nokia and many more.Kodak enjoyed the dream run from 1965 to mid 1970’s. It failed to see the inevitablewith declining sales and eventually gave up in 2012.Nokia failed to recognize the imminent war in Smartphone’s market. Its revenue hasbeen declining continuously from all time high $75Bn in 2007 to $50Bn in 2011; itsexpected to drop further in 2012. Nokia is in the desperate attempt to recreate itself.Be flexible, change with time, and reinvent yourself with time.Law 26.Keep your hands cleanAn extension to law 5 – guard your reputation with your life.Keep your business, brands, endorsers away from misdeeds or nasty mistakes. Doeverything to appear as a spotless, ethical and socially responsible organization.Propagate your good deeds and keep your reputation immaculate and clean._____________________________________________________________________________________www.biztekmantra.com
  22. 22. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Law 27.Play on peoples need to believe to create a cult-like followingCult-like following is the veneration and devotion to the extent of insanity by a group ofpeople. Mac (or anything Apple), Harley-Davidson, Beetle, Mini have cult-like following.Play on people’s mind and deep rooted beliefs to create the cult-like following.Emphasize on feelings over rationality and thinking. Target the basic needs likerecognition, appreciation, and survival with impeccable precision to make people followyour brand with cult-like madness.Law 28.Enter action with boldnessDo not attempt if you are not sure about your plans and strategies. Half cookedstrategies are extremely dangerous.Workout the details, look for possible pitfalls, visualize the potential outcomes andexecute with extreme boldness. Go all out in your plans. Your audacity will cover yourmistakes.Greene says “timidity is dangerous. Better to enter with boldness”. Hold on to statusquo rather than moving forward with timidity._____________________________________________________________________________________www.biztekmantra.com
  23. 23. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Law 29.Plan all the way to the endExtension to the law 28, enter with boldness.Plan your way to the end. Save yourself from the unpredictable circumstancesoverwhelming you. Visualize the outcome of your strategies, plans, moves, tactics, andcampaigns. Your meticulous plans will keep you in control of the situation.Think far ahead for future, plan comprehensively, embrace the change, and be incontrol.Law 30.Make your accomplishments seem effortlessMake your moves seem effortless as if building great brands and executing strategiescomes naturally to your business. Conceal the hard work that goes into it. Keep yourcustomers and competitors guessing the extent of your capabilities and scope of yourplans.Bragging about your hard-work and toil makes you look common. I reiterate, build theaura around your business, your brands, and your capabilities.Law 31.Control the options --- get others to play with the cards you dealMarketing is the game of illusion. The best illusion is presenting options to yourcustomers where every possible outcome turns to be in your favor. Force yourcustomers to choose between the options, each one of which is deceptively tiltedtowards you.Dan Ariely, in his book “predictably irrational”, beautifully described the lure of optionsand effective deceptions that companies build into their marketing campaigns. Itnarrates, by series of experiments by Dan and his team that how easily customer fallfor options, letting companies win every single time._____________________________________________________________________________________www.biztekmantra.com
  24. 24. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Let your customers feel that they are in control; when in fact they play according toyour plan.Law 32.Play to peoples fantasiesThis is an extension to law 13 – “…appeal to peoples self-interest.”Life is rigorous and demanding. People swarm to the products which identify with theirfantasies. Make them feel like models, celebrities, by associating with your products.Play to the people’s fantasies. Manufacture stories, conjure romance around your brandand message. Sell fantasies with promise.This is the frivolous reality of marketing and advertising world; people fantasize afterseeing your message and buy the product to bring the fantasy to life.Law 33.Discover each man’s thumbscrew!This is the realism of today’s market and its players. Everyone is more inclined to playon other’s weakness rather on their own strengths. Former is equally effective as thelater one.Each of your audience has a weakness; a hole in the strong wall which gives you spaceto twist the thumbscrew and work it for your advantage.Do the honest SWOT for your competitors and customers. Discover their weaker spots;and see how you can leverage the advantage of their weakness by simultaneouslyplaying on your strengths. Discover their thumbscrew. “Marketing is the game of illusion. The best illusion is presenting options illusion. outcome turns favor”.to your customers where every possible outcome turns to be in your favor”._____________________________________________________________________________________www.biztekmantra.com
  25. 25. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Law 34.Be royal in your own fashion --- act like a king or queen to be treated like one!The way you carry your business and brands decides the way you will be treated inmarket by your customers and rivals. Your conduct never goes unnoticed and will beduly reciprocated every time by the audience and stakeholders.Act as you want yourself to be seen in the market. Choose your rivals and playing fieldcarefully. Position your brand meticulously and guard it all out with your conduct.Make your defined niche, entice people to your brand.Law 35.Master the art of timingAt&T took 53 years to bring the first commercial videophone to the market in 1992. Ittook 20 years for JVC to bring VCR to mass markets in late 1970’s. Today’s markets aretransforming much faster, products getting obsolete with alarming speed. Companiesare churning out products with mechanical precision.The timing of your moves is critical. Enter ahead of time; and you will find no takersand will have difficult times to get the footing. Apple Newton, Nokia N-Gage, andWebTV were some of the ideas ahead of time, hence doomed. They formed the basis ofmany hit products down the line when their time arrived.Enter late and you will be laggards, never to catch up the innovators. Master the art oftiming. Your efforts of R&D, innovation, marketing etc. must develop the nick of gettingto the right time to enter the market.“Dazzle by appearance. Create aura around your products and messages. yourRemember, you need to buy your customers imagination, before they herdfor your products. _____________________________________________________________________________________ .”www.biztekmantra.com
  26. 26. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Law 36.Disdain things you cannot have --- ignoring them is the best revenge!Law 23 was about core competencies, concentrating all your forces on your strengths.This law is about avoiding the areas you are not good at. Just because you can do,doesn’t mean you should.Compete in your strongest province. Explore the adjacent competencies and embracethem. Resist the temptation to enter unfamiliar territories.Mr. Greene wrote “If there is something you want but cannot have, show contempt forit. The less interest you reveal the more superior you seem”.Law 37.Create compelling spectaclesDazzle by appearance. Create aura around your products and messages. Remember,you need to buy your customers imagination, before they herd for your products.Apple’s product launches were legendry. Steve Jobs awed the audience with his verypresence itself, further heightened by effulgence developed around the products.Pre orders, early endorsements by opinion leaders, turning product launches into hugeevents, build stories are critical to create compelling spectacles.Law 38.Think as you like but behave like othersKeep your ongoing work for the future under wraps. Share your originality only at theappropriate time.This law is only partially applicable to business and marketing. You need to stand out inthe crowd to grab attention; hence behaving like others is not going to help anyway.Follow your DNA in thinking as well as behaving in the market._____________________________________________________________________________________www.biztekmantra.com
  27. 27. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Law 39.Stir up waters to catch fish!Stay calm and implement your strategies to stir the market. Let your failure gounnoticed and your success speaks for itself. Let your competitors react hastily. Putthem off balance with quietly following your plans.In the words of Mr. Greene “Find the chink in their vanity through which you can rattlethem and you hold the strings”.Law 40.Despise the free lunchThere are no shortcuts and cutting corners for excellence. You need to pay the price forthe things worth paying for. You will get what you pay for; be it quality of youremployees, products, services, etc.Invest in your people and processes. Pay well to your best talents to retain them, investin marketing and brand building, and spend on future strategies.Who acknowledge this law better than Google, one of the best places to work and,obviously, one of the most innovative companies. It’s about paying the premium to getthe premium from employees.You can visit the link to know life at Google. http://www.google.co.in/about/jobs/lifeatgoogle/Law 41.Avoid stepping into a great mans shoesLaw 2 advice to be the “fast follower” and use your enemies; this is what Samsungdoes with Apple; trying to fit into the shoes of Apple. This tactic carries you a bitfarther, but ultimately its always your originality and innovation which earns you thedeserved place.The “first” always appears better and everything after it looks pale copy of it. GaryHamel, in his book “Competing for the future”, wrote about the companies whotransform the industry. Apple, Google, Dell, Intel, Pfizer and many more are pioneers_____________________________________________________________________________________www.biztekmantra.com
  28. 28. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________who changed the way we live. They didn’t step into the shoes of their predecessors orrivals; but charted their own path.Law 42.Strike the shepherd and the sheep will scatterFocus on few top rivals and strategize to push them to margins. Other smaller rivals willscatter themselves. They go in oblivion or temporary hibernation in the wake of bigwigsfighting the battle out in open.Pin down the big guns to have desirable impact of keeping the smaller competitors atbay.There are many industries where, if asked, you will struggle to name the players after acouple of names of heavyweights. Google and Yahoo, Microsoft and Mac OS, Visa andMastercard, Pepsi and Coke, Airbus and Boeing, Intel and AMD, Seagate and WesternDigital,… the examples are many.Choose your battle field carefully and fight your enemies out in open. The impact will becontagious and you will be saved many smaller battles with modest rivals.Law 43.Work on the hearts and minds of others!An extension to law 13 – “When asking for help, appeal to peoples self-interest”.Connect to your customers on emotional platform. Work for your business and yourbrands though their hearts and minds. Seduce them to become your advocates.In fact, this law applies to one of your greatest assets; your employees. “Gallup”,“Great place to work” and many more institutions have proved time and again, thatengaged employees are more committed and more productive in comparison todisengaged employees. Entice them. Engage them by working on their hearts andminds.Seduction and emotions when triggered, work like a charm. Reap the benefits!_____________________________________________________________________________________www.biztekmantra.com
  29. 29. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Law 44.Disarm and infuriate with the "mirror effect"The mirror reflects the reality, but it is also the perfect way to deceive.Replicate your rivals’ actions, show them the mirror, and match them step by step. Thiswill confuse them and they will fail to see through your strategy.This is an effective tactic. Note; this is a mere tactic to confuse your rivals for shorttime. The corporate history is full of organizations successfully playing mirror tactics ontheir rivals.Law 45.Preach the need for change, but never reform too much at once!Everyone knows and appreciates the need for change, but still, change is the mostarduous task for organizations. Humans are creatures of habit and change has alwaysbeen the most uncomfortable process.Arnold Bennett, the English novelist, once said “Any change, even a change for thebetter, is always accompanied by drawbacks and discomforts”.Whether implementing change within the organization including employees; or in youroutward approach to customers, make the change feel like improvements on the past.Make the change blunt, less noticeable, hence less resisted.Law 46.Never appear too perfectMr. Greene wrote “Only gods and the dead can seem perfect with impunity”. Identifyyourself with your audience. Work towards perfection but showing inevitable harmlessvices will have no harm on your reputation.This law seemed contradicting what organizations strive for – perfection; butimperfection is inevitable and can surface anytime._____________________________________________________________________________________www.biztekmantra.com
  30. 30. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________Its better to retrospect, go for product recalls and gain customers’ trust rather thanboasting about the “perfect” systems, processes and products. History is flooded withrecalls (goo.gl/qq7tn); and the companies still manage to retain their trust in customers.Law 47.Do not go Past the Mark you Aimed for; In Victory, Learn when to StopThe moment of victory is also the moment of greatest peril. Do not let the success goto your head. The success tends to make organizations blind to the ground realities.Remember, there is no substitute for strategy and meticulous planning.Once, an executive of America’s most successful company said to Jim Collins, theauthor of “Good to Great” “"When you are at the top of the world, the most powerfulnation on Earth, the most successful company in your industry, the best player in yourgame, your very power and success might cover up the fact that youre already on thepath of decline."Success, not the failures is responsible for losing on the opportunities for manyorganizations. IBM, Xerox, Sony, AMD, American Auto Industry… the examples arenumerous.Have your head balanced on your shoulders in success. Learn when to stop forretrospection, when to reinvent strategy. Keep an eye on coming opportunities. Don’tlet yourself blinded by the victory.Law 48.Assume FormlessnessThe words by Mr.Greene universally applied to many spheres including business andmarketing - “Accept the fact that nothing is certain and no law is fixed. The best way toprotect yourself is to be as fluid and formless as water; never bet on stability or lastingorder. Everything changes.”This is the key to survival. Numerous authors dig into organizations failures andconclude that the most failed to change with time. They failed to assume formlessness.The recent victim is Kodak, once the great company, praised by one and all for itsexcellent processes and products; but failed to reinvent itself with changing time. Itfailed to adopt the digital photography, despite having invented the core technology_____________________________________________________________________________________www.biztekmantra.com
  31. 31. “48 Laws of Power” applied to business and marketing www.biztekmantra.com________________________________________________________________________________________________________used in today’s cameras. In January 2012, Kodak filed for chapter 11 bankruptcyprotection and planned to get out of many of the core businesses.Change with time. Prepare for the future. Be formless, flexible, and nimble. Keep yourrivals guessing. Transform with changing times.I have attempted to draw your attention to relevance of these laws to business andmarketing; to view these laws in altogether different perspective. Remember, successand failure is black and white, they are binary; still most professionals in organizationstry to discover the grey shades in between. This is sign of mediocrity. There is no “softsell” or “hard sell” in binary zone; there are only “smart sell” and “stupid sell”.Be smart and excel; or be stupid. The key is to realize your mistakes, learn from themand move on….. Choice is yours!!!~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ www.biztekmantra.com Hardeep Kumar hardeep.handa@biztekmantra.com (This work is being released under open general license. You can republish and redistribute this work with mentioning due credit to author and www.biztekmantra.com Cover Page: Publisher of the book “The 48 laws of power” is the copyright owner of image on cover page The 48 laws have been taken from the book “The 48 laws of power” by Robert Greene. The interpretation for business and marketing has been done by author Hardeep Kumar)_____________________________________________________________________________________www.biztekmantra.com

×