Download Sun Tzu on Positioning PDF

TitleSun Tzu on Positioning
TagsStrategic Management Decision Making Expert Competition
File Size9.1 MB
Total Pages172
Document Text Contents
Page 171

3. We aim to expand our position into the opening of the best
opportunity. Improving our position within our tiny area of control
requires more and more detailed knowledge about what we control.
Because of the scope of the external environment, getting more and
more detailed information about everything is impossible. We need to
pick our best opportunity so we can focus on improving our knowledge
of that area. This learning increases our chances of gaining control (4.0
Leveraging Probability).

4. We then focus our aim to minimizing our mistakes in exploring
opportunities. This process is like breathing, expanding and contract-
ing. We first broaden our knowledge in a specific direction, but then we
must select only one action to focus our actions. We then narrow the
scope of our activities to make the most of our resources (5.0 Minimiz-
ing Mistakes).

5. We move to expand our position by leveraging the conditions
that we discover. As we cross the boundary into areas outside of our
span of control, we discover new situations and sets of conditions. To
move under these conditions, we must respond appropriately to these
conditions (6.0 Situation Response).

6. We then focus our moves on innovation to create momentum.
While appropriate methods are needed to start a move, innovation is
needed to create the momentum necessary to complete it. This focus on
innovation requires the courage of commitment to win the control of
new position (7.0 Creating Momentum).

7. We claim to expand the rewards from a new position. Getting
control of a position doesn’t make it a valuable addition to our span of
control. It must generate resources which we can control to produce
value (8.0 Winning Rewards).

8. We then focus our claim to defend the value of our positions.
This is the last step in the process, by which we consolidate our gains.
At this point, we have expanded our span of control, but we must invest
in activities that protect it (9.0 Using Vulnerability).

Illustration:

Let us illustrate these ideas by comparing the general business
approach to expanding a business with the more specific sales problem
of winning a single customer order.

Page 172

1. We must listen to expand our strategic perspective. In business,
we listen to discover how others see our market and how it is chang-
ing. In sales, we first listen to discover the broad needs of a customer.

2. We then must focus our listening on identifying opportuni-
ties. In business, we focus on identifying the best of new market oppor-
tunities. In sales, we focus to identify specific needs that our products
can easily fulfill.

3. We aim to expand our position into the opening of the best
opportunity. In business, we aim to expand picking the best market
opportunity. In sales, we aim to expand our stales by meeting the cus-
tomer’s needs.

4. We then focus our aim to minimizing our mistakes in exploring
opportunities. In business, we identify products and services that we
can offer to test a small part of that opportunity. In sales, we aim to win
the smallest possible commitment from the customer.

5. We move to expand our position by leveraging the conditions
that we discover. In business, we expand by offering products and ser-
vices to meet customers’ unmet needs. In sales, we move by making a
proposal to the customer that they can readily appreciate.

6. We then focus our moves on innovation to create momentum. In
business, we offer something different to win customers away from
alternatives. In sales, we use a novel approach to setup the close.

7. We claim to expand the rewards from a new position. In busi-
ness, we use our new market position to create profitable sales. In sales,
we ask for the order.

8. We then focus our claim to defend the value of our positions. In
business, we focus on defending our new market positions and custom-
ers from arising vulnerabilities. In sales, we focus by making sure the
order is handled well.

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