Strategy by liddell hart


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Strategy by Liddell Hart

Marlon T. Martinez

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Strategy by liddell hart

  1. 1. STRATEGY by Liddell Hart Marlon T. Martinez ENTREP F10
  2. 2. Lindell Hart <ul><li>A brilliant British military strategist who contributed much to revolutioninzing modern war with his pre and post WW2 writings </li></ul>
  3. 3. The book
  4. 4. The book is divided into four parts: <ul><li>Strategy from Fifth century B.C. To Twentieth Century A.D. </li></ul><ul><li>Strategy of the First World War </li></ul><ul><li>Strategy of the Second World War </li></ul><ul><li>Fundamentals of Strategy and Grand Strategy </li></ul>
  5. 5. Strategy vs. Tactics <ul><li>Strategy </li></ul><ul><li>Immutable </li></ul><ul><li>a Big Picture look at a problem that focuses upon the entire forest and not individual trees </li></ul><ul><li>A strategy is an idea… A conceptualization of how the goal could be achieved. </li></ul>
  6. 6. <ul><li>But let’s get off the battlefield and look at successful brands… </li></ul>
  7. 7. <ul><li>Goal: Increase Sales </li></ul><ul><li>Strategy: Devise new reasons for customers to buy the product </li></ul><ul><li>Tactics: TV advertising, magazine ads, infomercials, retail promotions, website, </li></ul>
  8. 8. <ul><li>Sun Tzu’s words can rghtly be called the basis of all progressive thinking on strategy. </li></ul><ul><li>Sun Tzu’s book, The Art of war, is the classic text on strategy and warfare. </li></ul><ul><li>It is widely circulated </li></ul>
  9. 9. <ul><li>For decades, however, Sun Tzu’s book was treated more as a historical curiosity than as a military guidebook. </li></ul><ul><li>Only the most enlightened generals, it seems, were interested in the military philosophizing of a general who commanded chariots. </li></ul><ul><li>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. </li></ul>
  10. 10. <ul><li>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. </li></ul><ul><li>Sun Tzu’s brilliant 13 chapters are poetic, at times blunt, but more often than not, impenetrable to present-day readers. </li></ul><ul><li>The author clearly is making an important point– to win, you must use indirect tactics. </li></ul>
  11. 11. <ul><li>Liddell Hart arrived at a set of principles that he considered the basis of all good strategy. </li></ul><ul><li>He reduced this set of principles to a single phrase: the indirect approach; and to two fundamentals </li></ul>
  12. 12. The indirect approach <ul><li>The strategy calls for armies to advance along the line of least expectation against the least resistance </li></ul>
  13. 13. Two fundamentals <ul><li>direct attacks against an enemy firmly in position almost never work and should never be attempted </li></ul><ul><li>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 </li></ul>
  14. 14. <ul><li>So, what does it mean to have an indirect strategy?  </li></ul><ul><li>In military terms, indirect strategy involves attacking an enemy on his flanks (sides) or rear – basically, where he doesn’t expect it. </li></ul>
  15. 15. <ul><li>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. </li></ul>
  16. 16. <ul><li>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. </li></ul>
  17. 17. <ul><li>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. </li></ul>
  18. 18. <ul><li>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. </li></ul>
  19. 19. Thank you!