How Sun Tzu's "The Art of War" Correlates to Marketing

“Do not repeat the tactics which have gained you one victory...”?

Sun Tzu was a Chinese military general, strategist, philosopher, and writer during the Zhou period. He is famously known for “The Art of War” or “The Thirteen Chapters,” which is a dissertation on military strategy.?

Today, I will share with you thirteen valuable lessons, in honor of "The Thirteen Chapters," I have learned that can be used in marketing and to help companies succeed.?

1?? "Know your enemies and know yourself."

• A successful company should know its competitors' strengths and weaknesses, as well as its own. What does your company do well? What are the areas of improvement? Etc...

2?? "Opportunities multiply as they are seized."

• Modern technology and consumer behavior are constantly changing. It's vital to stay up-to-date with these changes so you can take advantage of the opportunities.

3?? "As circumstances are favorable, one should modify one's plan."

• Your business and marketing plan should be open to change as environments move and shift around.

4?? "If your opponent is secure at all points, be prepared for him."

• By staying ahead of our competitors, we can avoid being caught off guard. Additionally, by being prepared, we can research and determine how our competitors react to changes.

5?? "If your opponent is in superior strength, evade him."

• Avoid direct competition.

6?? "If your opponent is taking his ease, give him no rest."

• Surpass the competition by keeping your competitors on their toes.

7?? "Attack him where he is unprepared, appear where you are not expected."

• Keeping objectives and goals confidential until the point of execution forces the competition on the defensive.

8?? "The general who wins a battle makes many calculations in his temple ere the battle is fought."

• For a business to succeed and grow, it is crucial to have a well-thought-out business plan and business strategy. However, this plan needs to be updated as your business develops and changes.

9?? "The general who advances without coveting fame and retreats without fearing disgrace, whose only thought is to protect his country and do good service for his sovereign, is the jewel of the kingdom."

• Business is full of wins and losses. However, we cannot let the fear of failure be our downfall, and we should not be afraid to back down, regroup, and move forward.

1??0?? "Earth gives birth to length. Length gives birth to volume. Volume gives birth to counting. Counting gives birth to weighing. Weighing gives birth to victory."

• For your business and marketing to be successful, you must measure your progress every step of the way. (Example: ROIs, ROAs, strategies, etc...)

1??1?? "If ignorant both of your enemy and yourself, you are certain to be in peril."

• When business owners and marketers fail to plan for the changing industry and consumers' ability to avoid advertising altogether, they will stunt the growth and success of their companies.

1??2?? "Strategy without tacts is the slowest route to victory. Tactics without strategy is the noise before defeat."

• To be effective in marketing and business requires both discipline (strategy) and execution (tactics). Having a macro-level and long-term vision (strategy) for your company is essential to a well-developed marketing strategy. You must also review your goals and KPIs regularly to ensure you are still working toward the goals you and your company have set (tactics).

1??3?? "Do not repeat the tactics which have gained you one victory, but let your methods be regulated by the infinite variety of circumstances.”?

• To be successful, you must be agile. What's working? What isn't? How can I adjust what we're doing to meet our KPIs? In marketing, business, and war, those who took the time to think strategically about how to achieve their goals were the most successful. Therefore, by applying a strategic and tactical approach to marketing, you can increase leads, new customers, and your business's bottom line.