2500 Years of War

Jun 3rd, 2003 by Tony in Marketing Warfare

At Austerlitz in 1805, perhaps Napoleon’s biggest military success, he didn’t have the big battalions. What he did have was manoeuvrability. He tempted the Austrian-Russian alliance to attack his right flank. Then he manoeuvred his left flank to strike at the enemy’s weakened centre. The result was almost total victory. Rapidity of movement was the key to Napoleon’s success. His troops, he claimed, could march 2 miles to the enemy’s 1. “I may lose a battle,” said Napoleon, “but I shall never lose a minute.”

What about marketing? How many minutes, hours, days, and even weeks are lost in planning, in researching, in test marketing? Precious time often wasted. And the result: another defeat snatched from the jaws of victory.

— Al Ries and Jack Trout, Marketing Warfare, Chapter 1

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