By Gerald Michaelson, Steven Michaelson
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Additional resources for Sun Tzu Strategies for Winning the Marketing War: 12 Essential Principles for Winning the War for Customers
Our plan was for the next battle; theirs was for years ahead. THE OBJECTIVE IS CLEARLY COMMUNICATED Over and over again, military commanders make the point that the objective must be carefully formulated by the commander and clearly communicated to subordinate commanders, and by them to their subordinates. Everyone must know where he or she is going, when he or she is expected to arrive, and what he or she must achieve. 42 THIRD PRINCIPLE Clausewitz says, "Once it has been decided ... what the war is about, and what it can do, the way to do it is easily found.
It takes at least three months to make mantlets and shielded vehicles ready and prepare necessary arms and equipment. It takes at least another three months to pile up earthen mounds against the walls. The general unable to control his impatience will order his troops to swarm up the wall like ants with the result that one-third of them are slain, while the cities remain untaken. Such is the calamity of attacking walled cities. Therefore, those skilled in war subdue the enemy's army without fighting.
That is, you should be able to write it on a 3-by-5 index card. The objective should be stated in specific terms that are measurable. You should always know whether or not you have achieved the objective by listing goals that can be identified. Improve is too general a term without a specific measurable number. As soon as possible is too vague. THE OBJECTIVE IS DECISIVE "Only great battles produce great results .... Pursue one great decisive aim with force and determination," says Clausewitz.
Sun Tzu Strategies for Winning the Marketing War: 12 Essential Principles for Winning the War for Customers by Gerald Michaelson, Steven Michaelson