Marketing Lessons from Sun Tzu’s ‘Art of War’

Marketing Lessons from Sun Tzu’s ‘Art of War’

Marketing Lessons from Sun Tzu’s

‘Art of War’


mnMurali Namanna

February-2016; Money Wise;

downloadSun Tzu (544–496 BC) was a Chinese general, military strategist, and philosopher who lived in the spring and autumn period of ancient China. Sun Tzu’s The Art of War was written in the second century BC known as one of the most influential strategic and tactical military books in history. The book has influenced many writers in correlating military science to management lessons.

Below are some of the most important marketing lessons a professional can take away from Sun Tzu quotes

Lesson 1

“The supreme art of war is to subdue the enemy without fighting.”

In marketing if one is involved in solving customer problems and effective in communicating customer doesn’t even feel like it marketing

Lesson 2

“In the midst of chaos, there is also opportunity.”

Today customer is sometimes confused with too many options, having ‘differentiation’ will be key to be in business, also creates new opportunities

Lesson 3

“Pretend inferiority and encourage his arrogance.”

Work on your strengths in selling new idea, Discussing with customer shall open new doors. Be polite & be focused

Lesson 4

“Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.”

Plan out your work & workout your plan. Clear roadmap with advanced planning is must to reach any goal or achieve target

Lesson 5

“Supreme excellence consists in breaking the enemy’s resistance without fighting.”

Happy customers are walking billboards, creating customer satisfactions culture makes them to buy as well as promote the things you would like to sell with others too

Lesson 6

“Opportunities multiply as they are seized”

In everyday changing world where technology getting updated day by day there are multifold opportunities, think ‘adjacencies’ moves.

Lesson 7

“Earth gives birth to length. Length gives birth to volume. Volume gives birth to counting. Counting gives birth to weighing. Weighing gives birth to victory.”

Even though marketing team has to fight many battles every day, finally it is keeping end goal in mind i.e. ROI, Profitability & Bottom-line or Winning the War

Lesson 8

“If ignorant both of your enemy and yourself, you are certain to be in peril.”

Market is dynamic, so are the customer demands. Understanding customer requirements, continuously upgrading products services though ‘innovation’ is must. Else perish

Lesson 9

“Put them in a spot where they have no place to go, and they will die before fleeing.”

If one can understand customer pain points and solve them timely can gain customer for life

Lesson 10

“The general who advances without coveting fame and retreats without fearing disgrace, whose only thought is to protect his country and do good service for his sovereign, is the jewel of the kingdom.”

Marketing is everyday new job , one need not be afraid of failures while leading from front  , being the face of organization positively impacts a brand’s bottom line in perpetuity

Sun Tzu said, “Thus those skilled in war subdue the enemy’s army without battle …. They conquer by strategy.”

1 Comment

  1. Nice Lessons useful & very much required to stand out in this competitive world. Some can be applicable in personal life too for day today activity & relationship.

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