Likening an advertising campaign to a campaign of war throws up many likenesses and many have found that battle strategies have worked for them as business strategies.

Take Sun Tzu, even his ‘The Art of War’ has many parallels with the blood drenched trench war that is the modern business stage.

A few things we could learn:

If you are a smaller company, use that size to your advantage. Be agile, strike fast, move, be adaptable. There is a reason the mammal made it this far past the large dinosaurs it superseded.

To strike without preparation and information is obviously just as dangerous. Learn your weaknesses, your strengths and where you can grow. Then learn what the competition it doing, their strengths and weaknesses and where they may move. Then you can strike out in your campaign. Being the smaller dog, you have to be agile… deliberating and over thinking can bog you down (Dinosaur foot stompy squelchy noises…)

Just a few nuggets to get back to the War Tent, all in time for lunch…

“Know the enemy and know yourself; in a hundred battles you will never be in peril.”
– Sun Tzu

“To rely on rustics and not prepare is the greatest of crimes; to be prepared beforehand for any contingency is the greatest of virtues.”
– Sun Tzu

“If I am surrounded by the enemy and only think of effecting an escape, the nervelessness of my policy will incite my adversary to pursue and crush me; it would be far better to encourage my men to deliver a bold counter-attack, and use the advantage thus gained to free myself from the enemy’s toils.”
– Tu Mu (Commentator)