When people tell you to read Sun Tzu, do

Ok, this is where I lose some of you, because people in business banging on about Sun Tzu is wearisome. I’m not going to say it’s not, so hop off now if you want to… but I always tell people: when someone suggests you read Sun Tzu? Don’t roll your eyes. Don’t think you might get around to it later (at the same time as ‘The Prince’ no doubt). Just do it.

If you’ve read any decent number of marketing books, then reading Sun Tzu is like finding the source of the Nile. It’s the urtext for strategy, and particularly for marketing strategy once you have grasped one simple thing: Sun Tzu’s definition of battle is as a competition, and all competition, he says, is a comparison.

It’s a book full of codes, so read an annotated version; and prepare to nod repeatedly as you realise that a) half of all marketing books crib something from Sun Tzu b) they may not have done so consciously, just as you, fine marketer that you are, have intuitively discovered for yourself many of Sun Tzu’s truths.

You will find numerous modern translations of Sun Tzu’s five elemental truths. The ones I use are:

1. The Moral Law = Integration (all your forces working together)
2. Heaven = Change (which implies you need new data and skills, always – see the first of these CMORules posts)
3. Earth = Fixed Factors (emotional reactions; fundamental principles like the Ps)
4. The Commander = Leadership & Strategy (integration requires leadership, and strategy unites the commander and those who follow him)
5. Method and Discipline = Processes & Resources (budget, channels, management, and most importantly, people)

The most fundamental thing Sun Tzu teaches, and something I’ll return to for another rule later, is Positioning. For Sun Tzu, competitive positioning is the heart of strategy. Read Al Ries and Jack Trout? Then you’ve heard this before.

You’ve probably encountered the most famous Sun Tzu quote: “a victorious army wins its victories before seeking battle; an army destined to defeat fights in the hope of winning.”

What does this mean? That through positioning – including how you conceptualise your competitive statement, the preparation of your ‘forces’ (think digital, media, communications, product, channel etc.), and their correct disposition towards the ‘other side’ – you do not need to ‘hope’ but rather can be sure of your victory. 

#CMORules #strategy #positioning #marketing