The Art of War I: The 5 Factors

In this blog series we will explore Sun Tzu’s ‘The Art of War’ through the lens of modern business marketing. Sun Tzu’s book is a practical philosophy of military tactics written in the 6th century AD. It has withstood the test of time not just within its specific area of focus, but also within other disciplines such as business, sports, and politics. The central premise lies in planning, strategy, and an accurate assessment of the battlefield; all skills that are vital to an effective marketing campaign. By the end of this series you will be able to market your company more effectively, and you will be able to do so without wasting money, time, or effort. Let’s get started!

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The Basics:

First, we must define what we mean by marketing. In the past, the definition encompassed a broad range of disciplines including sales, strategic planning, research, design, and public relations to name just a few. In 2007 the American Marketing Association (AMA) published the following definition:

“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

They might as well have said, “Marketing is whatever you call marketing!” Truth be told it’s hard to define because every business has different audiences and therefore different needs. So let’s cut to the chase and call marketing:

Any effort by a company to effectively engage their audience.

Next, we must recognize that as a military treatise, “The Art of War’s” primary goal is to efficiently defeat the enemy. Who is your enemy in the world of marketing?

Anything that stands in the way of you effectively communicating your company’s message.

Thus, our goal in exploring, “The Art of War” will be to develop an understanding of how to accurately assess any marketing ‘battlefield’ and create effective stratagems for success.

Sun Tzu defined five key factors that work in conjunction to determine the success or failure of any campaign.  They are as follows:

Moral Law: The Vision and Mission

“The Moral Law causes the people to be in complete accord with their ruler, so that they will follow him regardless of their lives, undismayed by any danger.”

The vision and mission of the company sets the guidelines by which to conduct any campaign. The mission not only defines the purpose of the company, but its reason beyond profit for existing. This is the first level in determining a target audience AND in choosing/honing your staff. Internal marketing is key to the success of any business, employees are your front line and the most imortant point of connection between the company and your clients.  Therefore, a company who hires employees who believe in and have a personal interest in the mission will have a stronger and more stable presence. The vision is what helps to inspire, guide, and give focus to all your marketing efforts. We’ll dive deeper into this concept throughout the series.

Heaven: External Strengths and Weaknesses

“Heaven signifies night and day, cold and heat, times and seasons.”

In this modern age of hyper-communication, the environment of any market is in a state of constant flux.  Some markets more than others, but none are exempt.  New technologies, shifts in buying trends, evolving social views, economic pulses, changing governments, etc. all have the potential to be amazing opportunities for advantage or devastating blows to a business. The key is in recognizing them beforehand, understanding that you cannot change these shifts directly, and then to devise a plan to endure, evade, or capitalize on their existence.

Earth: Internal Strengths and Weaknesses

“Earth comprises distances, great and small; danger and security; open ground and narrow passes; the chances of life and death.”

While you may not always be able to control major external shifts, you can (with time and effort,) control your internal landscape. If an army wants to have a more advantageous position, it must make efforts to find the path and traverse the distance.  In the same way, if a company recognizes it needs a larger budget to achieve its advertising needs, it must make a plan to appropriate the funds over time. Understanding the landscape (or earth) you are on, is pivotal to any successful campaign.

The Commander: The leadership/internal marketing

“The Commander stands for the virtues of wisdom, sincerity, benevolence, courage and strictness.”

While the Moral Law enables a company to have defining guidelines for its internal marketing, the Commander, or company leadership,  is what actually carries it out. Good leadership will foster wise decision making, trust, energy, and motivation within your team. A motivated team directly corresponds with a positive experience on the part of your client.

Method & Discipline: Strategic Planning and Management

“By method and discipline are to be understood the marshaling of the army in its proper subdivisions, the graduations of rank among officers, the maintenance of roads by which supplies may reach the army, and the control of military expenditure.”

A wonderful product, an understanding of your target audience, and a motivated staff means you have great potential. It does not mean you will be efficient or effective. Strategic planning is what pulls all five of these elements into one accord and thereby empowers you to actuate your potential. It is this factor that enables you to identify your position, recognize incoming threats and opportunities, overcome internal issues, capitalize on unexpected advantages, prepare for feasts and famines, and avoid disasters.

When all five of these factors are carefully considered, a General is prepared to be victorious. When a company considers these factors in it’s strategy, it is not only poised for success, but it is poised to actuate that success with less danger, less stress, AND less wasted money.

Now that we have laid the ground work, we can begin our journey through, “The Art of War.”  Each entry in this series will deal with another chapter or specific topic discussed by Sun Tzu and by the end you will have both an understanding of this philosophy and a practical means by which to put it into practice.

-Don Elliott

For more information on strategic marketing services from Elliott Design, contact us.

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NOTE: Many authors have already taken a marketing spin on “The Art of War.” This blog is not an attempt to discredit any of them!  Rather, our goal is to use the principles of the book to develop a practical and digestible philosophy on marketing for small to medium sized businesses. -Don Elliott

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