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Chapter Six
Weakness And Strength |
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Take the Initiative
Plan Surprise
Gain Relative Superiority
Seek Knowledge
Be Flexible |
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The math of business is simplenever give a competitor an equal chance. Strategically, the concentration of strength against weakness is a mental process. Tactically, this concentration is a physical act. Here are key considerations in concentrating strength against weakness: |
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Flank: Concentrate strength against weakness by launching an end run around strong points to a lightly defended or unoccupied position. In your search for weakness, consider these two key elements: |
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| Look for weakness at a junction. It could be between geographic locations, product lines, or the extreme low end or high end of a product category. | | Since every strength has a corresponding weakness, look for the weakness of the opposition's strength. |
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Segment: This is concentrating strength in a specific area. The small can never equal the big everywhere, but anyone can be strong somewhere. As markets have been segmented and resegmented, marketers discover new ways to concentrate against weakness and then concentrate again into a smaller niche or particle market. |
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Overwhelm: Any initiative can be achieved if enough strength is concentrated to support it. Conversely, any initiative can be defeated if enough strength is focused against the weakness. |
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Reinforce: The best odds for success are achieved by spending time, money, and energy reinforcing what is working. Then you are leveraging off what you do well. |
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