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Chapter Seven
Maneuvering |
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Maneuver to Gain the Advantage
Achieve the Critical Mass
Deceive Your Competitor
Develop Effective Internal Communications
Gain the Mental Advantage |
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At the strategic level, maneuvering is a way of thinking about how you are going to act in a manner that puts your opponent at a disadvantage. At the tactical level, maneuvering most frequently involves concentrating or dispersing as you seek the most advantageous route. Without thinking about how to maneuver, the idea of fighting when outnumbered is ludicrous. |
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The essence of maneuver is that the way to avoid what is strong is to attack that which is weak. Look for lightly defended positions. |
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You can engage in a frontal attack only when you have overwhelming superiority. However, sheer numbers and firepower alone are often not enough to dislodge a competitor in an entrenched position. |
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Look for situations where real superiority can be attained. In business, as in any battle, the best approach is most often the one that achieves superiority at the decisive point. The marketing maneuver is often an indirect approach to where your customers are and your competitors aren't. |
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One of the best maneuvers can be to simply relocate the battle. When an advertising executive arrived at a presentation, he found his client thinking of hiring a new agency. He immediately switched from his prepared presentation to a discussion of what the client needed to do to succeed. Afterwards, he commented, "I didn't even talk about the competitive account; I merely changed the battleground." |
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In corporate political situations, thinking about maneuvering turns the mind to options. It takes the focus away from confrontation and refocuses us on selecting a route that increases the odds of winning. |
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