If there is a classic I would recommend to aspiring marketing professionals, it would be The Art of War. I have kept a copy with me for 15 years. Its principles are revolutionary. Brute it may be but its practicality is full of wisdom in managing operations, ambitious enterprise and grand designs. The fact about our humanity remains. Today as we were two thousand years ago, we are governed by fear, hope, faith, love and our affinity for the unknown. Our potentials are multiplied by the right leadership. The power of the SWOT and Root Cause Analysis has been used by the greatest Generals and Kings since ancient times as we ponder today its potential to our daily operation. Motivation is a skill mastered by no less than Napoleon and Patton. The power of Leadership and Planning has been exploited by the greatest commanders of History – Hannibal Barca, Scipio Africanus, Alexander, Mao Tse Tung, Eisenhower, Churchill, Marcus Aurelius, Emilio Aguinaldo, Andres Bonifacio, Ninoy Aquino, John Gokongwei, Henry Sy, Juan Ponce Enrile and Fidel Ramos. The Art of War provides opportunities to its students a peek at the hidden secret behind victories unconceivable to the ordinary man. Indeed, if one has to master the future, one has to master the past for the present is merely a manifestation of what took place in the past. Yesterday, Today and Tomorrow, our humanity will be a driving force in any grand enterprise may it be the moon, mars or another galaxy. Sun Tzu presents so many insights on matters pertaining to Planning, Leadership, Organizing and Controlling. May I have the delight to introduce to you some of Sun Tzu’s timeless principles.
“Moral strength and intellectual faculty of man is decisive in battle. The human person will remain the most valuable resource of any organization which no element of technology can replace. Sales will always involve people and the sales process will always be championed by people. The HR and training function has been identified 2,500 years ago. If we may quote a famous phrase “ I would rather have a hundred Spartans than a thousand slaves”.
“ The wise general is circumspect, he prefers to succeed by strategy. Strategy, a long term plan of action designed to achieve a particular goal or objectives. Strategy is management's game plan for strengthening the performance of the enterprise; the roadmap that guides leaders towards their goals.
“Victory is the main object of war”. Therefore, define your parameters of a victorious situation. C of PLOC refers to development of Performance Measures – Performance Indicators as Profitability, Coverage, Reach, Sales Effectiveness and Availability.
“The victorious situation is a product of a skillful commander’s creative imagination”.
“War is a grave concern of the state; the province of life or death; the road to survival or ruin. It is pertinent that it be thoroughly studied”. Market intelligence is pertinent. Reconnaissance is a standard marketing work process translated in so many different terms as customer survey, competitor survey, and are survey.
To subdue the enemy without fighting is the acme of skill. Supreme excellence in war is to attack the enemy’s strategy. His primary target is the mind of the opposing commander. Therefore, “ know thy enemy and know thyself and in a hundred battles you will never be in peril”.
Just as water adapts itself to the conformation of the ground, so in war one must be flexible; he must often adapt his tactics to the enemy situation. As water has no constant form, there are in war no constant conditions. Therefore a skilled commander seeks victory from the situation.
The Five Virtues of Command
Wise, a commander is able to recognize changing circumstances and to act expediently.
Sincere, his men will have no doubt of the certainty of rewards and punishments.
Humane, he loves mankind, sympathizes with others, and appreciates industry and toil.
Courageous, he gains victory by seizing opportunity without hesitation.
Strict, his troops are disciplined because they are in awe of him and afraid of punishment.
Circumspect, he prefers to win by strategy. Prudent, to be prepared beforehand for any contingency ( Murphy’s Law ).
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