The Art of War III: Sustainable Campaigns
By Don Elliott
03.08.12 In the 2nd chapter of the Art of War, Sun Tzu explains the cost of war from a logical, brass-tacks point of view. His overall point is that individual battle strategies do not win a war. A war is about sustainability, being able to endure and prevail both emotionally and financially. In the same vein, [...]
In marketing, strategy is King
By Don Elliott
08.23.11 These days nearly all businesses are hyper-concerned about their budget. Even companies that are doing well feel the constant and foreboding weight of, "What if...?"
Small business owners in particular have an acute awareness of how quickly things can change. Unfortunately, perhaps more often than not, executives in this position decide to, "Hunker down and weather the storm." They feel this turtle-shell maneuver is the wisest choice – on the surface it appears to be the safest, most conservative decision.
However, if we carry this metaphor through, you will see that this is entirely the wrong decision...
