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Thoroughly Assess Conditions |
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| | War is a matter of vital importance to the state; a matter of life and death, the road either to survival or to ruin. Hence, it is imperative that it be thoroughly studied. | | Therefore, to make assessment of the outcome of a war, one must compare the various conditions of the antagonistic sides in terms of the five constant factors: | | 1. | moral influence | | 2. | weather | | 3. | terrain | | 4. | commander | | 5. | doctrine | | These five constant factors should be familiar to every general. He who masters them wins; he who does not is defeated. |
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Business Parallels to Five Constant Factors |
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| Moral Influence means a "Spirit of Mission." The strength of belief that the purpose is morally sound rallies a fighting spirit and generates a firestorm of commitment. | | 2. | Weather equates to "Outside Forces." The surge of consolidation that is sweeping through every industry is an outside force, as is the emergence of world competition, and the influence of environmentalism. | | 3. | Terrain is the "Marketplace." As the general must know the terrain, so the strategy must consider the scene of actionpeople, place, product, promotion, price, etc. | | 4. | Commander has an equivalent in "Leadership." The names keep changing, but the principles of leadership remain the same. | | 5. | Doctrine is comparable to "Guiding Principles." Understand and apply the fundamental principles that determine success. |
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