The aroma of cologne and coffee fills the air, the palm trees in the corner add a splash of colour to the shade of white mushroom paint, which adorns the walls. Your body slides comfortably into the New York designer chair as the gently quaffed receptionist serves you a chai tea with miniature, almond biscuits.
Knowing your enemy, competitor, their movements, their pathway. Understanding their weapons, their products, the benefits. Understanding the territory, their prime market targets, their consumer behaviours, it’s all influential as to how you plan the war, the strategic marketing plan, the tactics and the way forward.
There’s an old story from World War 1 about a bunch of soldiers in the trenches. The only way to get orders down the line was to tell the first man in the trench and he would pass it on. On one occasion a British Major delivered an order, “Send reinforcements – we’re going to advance”.