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Name: Sun Tzu and the Art of Business
Rating: 4.5 (222 reviews)
Author: Mark R. McNeilly

Mark R. McNeilly

Six Strategic Principles for Managers

4.5 (222 Bewertungen)

17 Min.

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Leadership Eastern Philosophy Entrepreneurship

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Sun Tzu and the Art of Business
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Kernaussage 1 von 6

What’s in it for me? Strategize your way to victory.

The world of business is like a battleground. There’s a war going on – for customers, visibility, and market supremacy. So how do you come out on top? How can you force your competitors into a retreat, capture their territory, and emerge victorious?

That’s where these blinks come in. Based on the philosophy of ancient Chinese military general Sun Tzu, they explain how you can use classic strategies of warfare to prosper in business.

Sun Tzu wrote The Art of War over 2,000 years ago, but the wisdom and insights from his famous text are still relevant today. From leadership to resources and surprise-attacks, this is your go-to manual for beating your competition and securing long-term prosperity.

In these blinks, you’ll learn

how to defeat your enemies with a fraction of their resources;
why you should never imitate your competitors; and
what a McDonalds fry teaches us about strategy.

Capture your enemy’s territory but don’t destroy it in the process.

What does the ancient philosophy of Sun Tzu have to do with building a successful business? Before we answer that question, we need to decide what success even means.

Broadly speaking, Western culture defines a successful business as one that gives shareholders a return on their investment. Asian culture, on the other hand, generally views a successful business as one that provides people with employment.

But before a business can achieve either of these aims, it needs to be surviving and prospering. These are your fundamental goals as a business leader – and they’re exactly what Sun Tzu’s strategic principles will help you achieve.

The key message here is: Capture your enemy’s territory but don’t destroy it in the process.

In The Art of War, Sun Tzu instructs his readers to “take All-under-heaven intact.” This means that military leaders should seize control of everything their enemies have, without damaging these assets.

In business, “take All-under-heaven” means you should aim for market dominance, by controlling a larger share of your market than any of your competitors. Market dominance is so crucial because it usually means profit. Businesses which dominate the market benefit from improved economies of scale, increased customer loyalty, and higher revenues. This all adds up to a bigger bottom line.

Now, Sun Tzu’s principle isn’t just to “take All-under-heaven,” but to take it intact. Applied to business, this means you shouldn’t destroy or damage the market you’re seeking to dominate. After all, damaging a market usually means draining it of its profitability. For a clear example of this, look no further than global tobacco firm Philip Morris.

In 1993, Philip Morris’s Marlboro cigarettes was one of the most profitable brands in the world. But the company was facing a problem. Rival discount brands were selling their cigarettes cheaper, and gradually taking market share away from Marlboro.

Philip Morris decided to take blunt, aggressive action. It took the fight to the discount brands and dropped the price of Marlboros by 20 percent. But the discount brands struck back by dropping their prices even further. Soon the whole industry was losing money – including the Marlboro brand.

Philip Morris continued to be a major player, but it had ignored Sun Tzu’s advice. The company may well have been dominating the market, but it was now a sick and unprofitable one.

Avoid your enemies’ strengths and attack their weaknesses.

Consider a river speeding down a mountainside. It washes away everything in its path. But where does its power lie? According to Sun Tzu, the answer is in the fact that a river always flows downhill, and never uphill.

Taking everything from your enemy can sound like a daunting prospect. But if you seek to be like the river, it can be done. To win in war and business, don’t rush toward the difficult heights. Seek the easy lowlands instead.

Conduct in-depth research into your competitors.

So now you know to target your enemies’ weakest points. But this knowledge gives you nothing if you don’t actually know what their weakest points are. When it comes to planning an attack, you need to know your enemy.

According to Sun Tzu, the wise general emerges victorious because he has foreknowledge of his enemy’s plans, capabilities, and even his state of mind.

Speed compensates for a lack of resources.

What’s most essential to winning a war? Sun Tzu’s answer might surprise you. Rather than military might, or overwhelming resources, he believed that the crucial component of successful warfare was speed. According to Sun Tzu’s writings, when the enemy gives you an opening, you must be as swift as a hare.

The reason for this is simple: a fast-moving army is capable of defeating an army much larger than itself. When your army marches with lightning speed, you can target enemy units individually, and defeat them before the rest of your enemy’s forces have time to respond to your attack. That’s how you pick off a bigger army piece by piece, moving rapidly from one unit to the next. Your slow-moving enemy never gets a chance to concentrate its forces in one place to confront you.

Engage your enemy in two places at once.

It’s easy for your enemy to defend against an attack it knows is coming. If you want to really inflict damage, in war like in business, you need to shock your enemies and hit them with a surprise offensive. By the time they realize they’re under attack, the victory will already be yours.

Sun Tzu teaches us a two-pronged approach to surprising your enemy. You need to use two attacks: a direct attack and an indirect one.

Leaders should possess five key qualities, and avoid several others.

From Sun Tzu’s ancient civilization to our modern times, mankind has asked itself: What makes a good leader? What qualities does someone need to inspire their troops to victory, or their people to prosperity?

These days the question also applies in the world of business. What type of person can steer their employees to success? And, on top of this, what characteristics mark someone out as an unsuitable, or even a dangerous choice for leadership?

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Worum geht es in Sun Tzu and the Art of Business?

Sun Tzu and the Art of Business (1996) explains how ancient Chinese general Sun Tzu’s classic text The Art of War applies to the hyper-competitive environment of modern business. These blinks explore how business leaders can integrate Sun Tzu’s battle strategies into their own plans for market domination.

Bestes Zitat aus Sun Tzu and the Art of Business

Even a lion doesnt go after the fastest antelope in the herd. – Sun Tzu

—Mark R. McNeilly

Wer Sun Tzu and the Art of Business lesen sollte

Entrepreneurs hoping to disrupt their industry
Strategy consultants wanting a new angle
Business students looking for fresh insights

Über den Autor

Mark R. McNeilly is an author, academic, and business executive. He’s currently a professor of marketing at the University of North Carolina and has previously worked with IBM and Lenovo.

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