What can Sun Tzu, a Chinese General and philosopher alive in the early Han period, teach social marketers about victory? Tracey Bridges draws out five wisdoms from Sun Tzu's influential military manual, The Art of War, and applies them to the modern practice of social marketing and behaviour change.

1. presented by
Victory is in the planning
5 wisdoms from Sun Tzu
Tracey Bridges
@SenatorTracey
World Social Marketing Conference,
Sydney
April 2015

2. SenateSHJ - grounded in smart thinking
Who is Sun Tzu?

3. SenateSHJ - grounded in smart thinking Victory is in the planning | April 2015 @SenatorTracey
Good things come in 5s

4. SenateSHJ - grounded in smart thinking
1. Know when to fight and not to
fight
2. Understand how to deploy large
and small numbers
3. Have officers and men who share
a single will
4. Be ready for the unexpected
5. Have a capable general
unhampered by his sovereign

5. SenateSHJ - grounded in smart thinking
Victory belongs to the side
that scores the most
in temple calculations
before the battle.
1. Be patient in the preparations
Victory is in the planning | April 2015 @SenatorTracey

6. SenateSHJ - grounded in smart thinking
The skilful strategist defeats the enemy
without doing battle
2. Be prepared to retreat
Victory is in the planning | April 2015 @SenatorTracey

7. SenateSHJ - grounded in smart thinking
Know the enemy, know yourself, and victory
is never in doubt.
3. Critically assess your side’s
resources
Victory is in the planning | April 2015 @SenatorTracey

8. SenateSHJ - grounded in smart thinking
Victorious campaigns are unrepeatable.
They take form in response
to the infinite varieties of the circumstance.
4. Match your battle plan to your
circumstance
Victory is in the planning | April 2015 @SenatorTracey

9. SenateSHJ - grounded in smart thinking
Have a capable general, unhampered by his
sovereign
5. Lead bravely and wisely
Victory is in the planning | April 2015 @SenatorTracey

10. SenateSHJ - grounded in smart thinking
1. Be patient in the
preparations
2. Be prepared to
retreat
3. Critically assess
your side’s
resources
4. Match your battle
plan to your
circumstance
5. Lead wisely and
bravely

11. www.senateshj.com
@SenatorTracey
@SenateSHJ_NZ