The resource library contains PDFs of white papers, commentaries, articles, diagrams, exhibits, manuals and links to external web sites that directly support or are mentioned in the Attack Manual. PDF's - The following files can be downloaded to your desktop and opened with Adobe Acrobat 6.0 . Click on the (+) to open.

(+) Strategy Game of ? and ? John Boyd. Defining the nature of strategy
+) Patterns of Conflict. John Boyd. The legendary 189 page, 13 hour briefing.
(+) Organic Design for Command and Control. John Boyd (May 1987) Integrating the O-O-D-A Loop and Command and Control.
(+) War Chaos and Business. Chet Richard's web site dedicated to all things John Boyd. Highly recommend this site for a really in depth look into Boyd and maneuver warfare.
(+) The Strategy of the Fighter Pilot. Keith Hammond. June 2002 Fast Company. Article on John Boyd

(+) Understanding Centers of Gravity. Article. Part 2. Dr. Joe Strange. Short article co-written by Dr. Strange.
(+) Center of Gravity - Still Relevant After All These Years. Fowler. Student paper on COG.
(+) The Center of Gravity Fad. Col. Gordon M. Wells. A different view of COG.
(+) “The Enemy as a System” By Colonel John A. Warden lll USAF. Center of Gravity Analysis.
(+) John Boyd and John Warden - Air Powers Quest for Strategic Paralysis. By David S. Fadok, Major, USAF. February 1995. This is a thesis presentation comparing Boyd and Warden.
(+) Center of Gravity Recommendations for Joint Doctrine. By Antulio J. Echevarriaii. More debate on the essence of center of gravity.
(+) Clausewitzs Center of Gravity: Changing Our Warfighting Doctrine - Again! Antulio J. Echevarria More from Echevarria on his notions of center of gravity relative to Clausewitz.
(+) Interpreting the Legacy of Clausewitz. By Christopher Bassford teaches at the National War College and is the author of Clausewitz in English: The Reception of Clausewitz in Britain and America, 1815–1945. Interpretation of Clausewitz's definition of center of gravity.
(+) Center of Gravity Schizophrenia over Kosovo: An “Eccentric” War in Need of a True Clausewitzian Analysis. Jessica Lecroy.
(+) Center of Gravity is a Myth. By Colonel Mark Cancian, U.S. Marine Corps Reserve
(+) Planning to Win A Study in Strategy and Operational Art. Lt Col John P. Hunerwadel. Excellent online article about the art of planning a campaign.
(+) Strategy and Centers of Gravity in Modern War. One of John Warden's current powerpoint presentations on COG. Visit his web site here.
(+) Information, Technology, and the Center of Gravity. Lieutenant Commander Jeffrey A. Harley
(+) Comprehensive Clausewitz resource. Author Christopher Bassford National War College also contributed to the development of the Marine Corp strategy doctrine/manual.

(+) George Lakoff Manifesto: Changethis PDF of Lakoff's description of framing.
(+) Fourth Generation Warfare & OODA Loop. PPT presentation. Co-authored by Chet Richards.
(+) On Losing the Information War. Greg Wilcox LTC USA (Ret.)
July 2005. PPT Lessons from the Iraq War.
The New Craft of Intelligence. By Robert David Steele.
(+) Propaganda Critic: Critical analysis of propaganda.
(+) Calvin College's German Propaganda Archives.
(+) War, Propaganda and the Media.
(+) The Propaganda Pages.
(+) Psywarrior's - Joseph Goebbels Principles of Propaganda
(+) An Introduction to Propaganda
(+) Noam Chomsky's Propaganda System
(+) G.I. Roundtable Seris on Propaganda
(+) The Jawa Report - Propaganda in A State of War.

(+) IWS Information Warfare Site
(+) Business Intelligence and Information Warfare on the Internet. Contains Dr. Worth Wade's “The Wade System of Graduation of Sources of Information. From Simovitzs Consulting.
(+) The Challenge of Information Warfare. Major General Wang Pufeng is a former Director of the Strategy Department, Academy of Military Science, Beijin
(+) Information Warfare. Senior Colonel Wang Baocun and Li Fei. Paper excerpted from articles in Liberation Army Daily, June 13 and June 20, 1995.
(+) Information War: A New Form of Peoples War. Wei Jincheng. Excerpted from the Military Forum column, Liberation Army Daily, June 25, 1996
(+) Information Warfare: Planning the Campaign. A Research Paper
Presented To The Directorate of Research Air Command and Staff College.
(+) Winn Schwartau's Bulletin board community.
(+) What is Information Warfare. 110 page PDF manual.
(+) Fourth Generation Warfare. Chet Richards site dedicated to fighting when the other side doesn't fight fair.
(+) Application of Warden's or Boyd's Theories in 4GW. 45 page PDF.
(+) Assymetrical Warfare. Back to the Future with Asymmetric Warfare. Vincent J. Goulding Jr. For centuries, even millennia,weaker opponents have sought to neutralize their enemy's technological or numerical superiority by fighting in ways or on battlefields that nullify it.
(+) Assymetric warfare. Guardian article. Military planners are only beginning to grasp the implications of September 11 for future deterrence strategy
(+) Assymetrical Warfare. Excellent on-line resource compiled by Joan T. Phillips. Bibliographer, Air University Library Maxwell AFB, AL
(+) Propaganda by Edward Bernays.
(+) Public Opinion by Walter Lippmann.
(+) Crystallizing Public Opinion by Edward L. Bernays.
(+) KNOWLEDGE STRATEGIES: Balancing Ends, Ways, and Means in the Information Age. By Lieutenant Colonel William R. Fast, United States Army.

(+) What Is Web 2.0 Design Patterns and Business Models for the Next Generation of Software. By Tim O'Reilly.
(+) Web 2.0: Compact Definition? From Tim O'Reilly.
(+) Web 2.0 Marketing. ClickZ Article by Sean Carton.
(+) We Are the Web. Wired Magazine article by Kevin Kelly.
(+) Web 2.0 Conference. Home page for annual conference dedicatged to all things Web 2.0.
(+) The Amorality of Web 2.0. Nicholas Carr at Roughtype's controversial blog entry on Web 2.0.
(+) Web 2.0: The Power Behind the Hype. By Jared M. Spool
(+) Andy Bud's online presentation on Web 2.o

(+) Adtrack. One of the first lead generation firms.
(+) Reason, Inc. New York City based strategy group headed by Marc Babej.
(+) EinSoft. Lead generation group headed by Ardeth Albee.
(+) Simplenomics. Mike Sigers a Kentucky based masonry sales consultant.
(+) Root Markets. Lead generation approach based upon the securitization and auction of bundles of leads.
(+) Bob Bly. Homepage of legendary copywriter.
(+) Bradley Wiltjer. Homepage of Ben Bradley's marketing consultancy.
(+) Modern Marketing. London based James Cherkoff's marketing consultancy offering "new" marketing (open source) competencies.
(+) Arik Johnson's competitive intelligence group.
(+) G2 Intell competitive intelligence group. Also provides wargaming.
(+) Santamaria & Martino - Maneuver-based consultancy started by two former Marines.
(+) Marketing recruiter Harry Joiner's blog and web site.
(+) Copernicus. Results driven marketing consulting group.
(+) Eloqua. Demand generation group offering suite of technology tools.
(+) MarketingNPV. Web site + Consultancy dedicated to six sgma applied to marketing and other marketing accountability tools and techniques.
(+) Blogwrite. Blog + web site of Debbie Weil business blogging expert.
(+) Micropersuasions. Steve Rubel's blog on blogging.
(+) Marketing Experiments. Web site offering results from marketing experiments performed online. See what works and what doesn't.

(+) Air Campaign Planning Handbook. 2000. The USAF take on campaigning including center of gravity analysis.
(+) MCDP 6 Command and Control U.S. Marine Corps. 1996. The bible for command and control theory.
(+) FM 3-90 Field Manual. TACTICS. July 2001. Army field tactics manual.
(+) MCDP 1-2 Campaigning. U.S. Marine Corps. Campaigning manual used by the Marine Corps.
(+) MCDP 1 Warfighting. U.S. Marine Corps. 1997. The widely read manual that changed the way the Marines fight.
(+) MCDP 1-1 Strategy. U.S. Marine Corps. 1997. Establishes a common understanding of the fundamental nature of military strategy.
(+) MCDP 2 Intelligence. U.S. Marine Corps. 1997. Describes the theory philosophy of intelligence as practiced by the Marines.

(+) Calibrating the Profit Trinity. Mike Smock. Maneuver Marketing Communique. Customers, competency, competitors.
(+) Six Critical Vulnerabilities of a Contemporary Marketing Organization. 2003. Mike Smock.
(+) Framing, Budgeting and the LA Lakers. 2004. Mike Smock. The Maneuver Marketing Communique.
(+) The VSENTE CRM White Paper Series. First published in 2000 this series challenged conventional CRM strategy.
(+) Oracles Brilliant Opening Move. Mike Smock. A one page strategy snapshot describing Oracles opening move on Peoplesoft.
(+) Philip Kotler comments in Marketing Week 2003. Kotler referring to marketers as clueless.
(+) Wargaming. Results from a simulation run by the Alidade Group. They also do corporate simulations.
(+) O-O-D-A and Dell Computer. Short case study written by a Dell account manager.
(+) Fast Second: How Smart Companies Bypass Radical Innovation to Enter and Dominate New Markets Constantinos C. Markides, Paul A. Geroski
(+) Quillnews. R. Thomas Collins blog. Collins view on war, oil, politics and business is based upon having worked in journalism and public affairs for more than 30 years, as a reporter, lobbyist and oil industry manager.s
(+) Blue Ocean Strategy's Fatal Flaw. Wayne Pollards article in CMO magazine.
(+) Site dedicated to legendary Claude Hopkins and Scientific Advertising.
(+) Marketing Exec's Still Lack Boardroom Clout.
(+) ANA Explores Marketing Accountability.
(+) Beware the Closest Competitor. Companies typically buy from multiple vendors, so the marketer's profitability is directly impacted by it's nearest competitor.
(+) Centralized Control/Decentralized Execution in the Era of Forward Reach. By Mark David. Article on centralized control and decentralized execution and coexistance with a true effects-based campaign
(+) Can CMO's Transition to CEO's?
(+) US Companies Not Keeping Pace With New World Competitive Order
(+) George Stalk. Hardball author. Wall Street Journal Column - Warm and Fuzzy Doesn't Cut it.
(+) Reorganizing the Sales and Marketing Organization
(+) Competing to Win. Fast Company column.
(+) Brandweek Guest Column. Attacking the Larger Competitor. Mike Smock. September 10, 2004
(+) Maneuver Marketing Blog. Mike Smock. Commentaries on contemporary sales and marketing issues.
(+) The Guru Red Manifesto. Blog. Mike Smock. 52 Entrepreneurial truths and commentaries.
(+) Certain to Win: The Strategy of John Boyd Applied to Business. Chet Richards. 2004. Chet's take on Boyd in business.
(+) Boyd: The Fighter Pilot Who Changed the Art of War. Robert Coram. Boyd's biography which provides a good introduction to the man and his ideas.
(+) Competitive Advantage. Michael Porter. The classic on competitive strategy. Link to Amazon.
(+) Surprise and Anticipation: The Principles of War as Applied to Business. Chester Richards. Link to Chet's site including everything you wanted to know about John Boyd.
(+) Warfighting: The United States Marine Corps. The Marine Corps classic maneuver doctrine. Link to Amazon.
(+) Centers of Gravity and Critical Vulnerabilities. Dr. Joe Strange. Amazon link for Dr. Strange's book.
(+) Strategy. The Classic Book of Military Strategy. B.H. Liddell Hart. Amazon link.
(+) Competitive Strategy. Michael Porter. Amazon link for Porter's first book on competitive strategy.
(+) Blue Ocean Strategy: How to Create Uncontested Market Space and Make the Competition Irrelevant. W. Chan Kim.Renee Mauborgne. Link to the book.
(+) One Billion Customers:: Lessons From the Front Lines of Doing Business in China. Author James McGregors web site.

(+) Strategy Plays. Jorge Vasconcellos e S. Vasconcellos offers a comprehensive treatment and assessment of attack and defense business strategies.

EXHIBITS AND DIAGRAMS The following exhibits and diagrams are one page PDF's.
(+) Exhibit 02: O-O-D-A Diagram
(+) Exhibit 03: The Attack Engine Schematic
(+) Exhibit 07: Applying c3i to Campaigning Competencies
(+) Exhibit 08:s The Attack Engine
(+) Exhibit 10: Grounds of a Terrain Map
(+) Exhibit 13: Setting Up a Terrain Map
(+) Exhibit 14: Describing the Terrain Features
(+) Exhibit 15: An Actual Terrain Map
(+) Exhibit 19: Expressing the Strategy
(+) Exhibit 23: The Three Move Set
(+) Exhibit 20: The Center of Gravity Matrix

The competitive marketer needs to be able to think more than one move ahead. The ability to hold and analyze two opposing thoughts drives strategic excellence. In other words if I make a move then what will my competition do in response to my move.

The ancient Asian game of Go offers a way for marketers to develop and exercise strategic thinking. Go is perhaps the oldest board game in the world. The rules are very simple, and you can learn them in a few minutes - but they lead to a countless number of intriguing patterns and clever maneuvers.

In ancient times Go was considered a martial art and was part of the training of warriors in Japan, China, and Korea. Along with calligraphy, music, and painting, Go was also one of the components of classical education for both men and women. Nowadays there are millions of Go enthusiasts in Asia and throughout the world.

Go offers the business strategist a fascinating metaphor for competitive strategy. The name vSente is inspired by Go. The objective of Go is to control more territory than your adversary. You continually trade profit for influence and engage in strategic and tactical struggles to control territory. The player with sente is the player with momentum. Having sente means you've seized the offensive.

One of the best sites on the internet today for ordering Go equipment and purchasing Go books is run by Janice Kim. Janice is somewhat of a legend in her own time having entered the professional dan ranks in Korea in 1987, the only Westerner ever to do so. Janice teaches Go and has regular columns in US and Korean publications. In 1997 she created Samarkand, a mail-order catalog of Go and game equipment and accessories. Janice has helped us out from time to time and I highly recommend purchasing her series of books on how to play Go. Click here to visit her site:

Another web site that provides a comprehensive look at Go is Jan van der Steen’s GOBASE. Designed for both the beginner and veteran player, Gobase is a comprehensive resource including articles, books, research, software and tutorials. Here is a good article on the history of Go.

If you want to play Go on the internet try IGS - the Internet Go Server. IGS is a facility that allows many people to log on and play Go, watch Go, and talk about Go. It generally has from 250 to 1000 players through out an average day, from 9 dan professionals to 30 kyu, and beginners. IGS is a great place to play Go on a competitive basis. I have played a few thousand games on IGS and am on almost every evening.I play under the name vsente. Ping me if you’d like a game. Click here to visit the IGS web site.

CONTENTS OF THE ARMORY. The Armory aggregates print and web resources dedicated to the application of maneuver theory to marketing campaigning. There are many links, manuals, communiques, and other resources to sample. Everything is continuously updated and in the spirit of Web 2.0 the Armory is in perpetual beta.This is a listing of the resources in the ARMORY. All contents appear on this page. You can either scroll or use the link to jump to a specific resource.

01. The Attack Manual. Online manual describing the theory of attack and how to plan an attack.

02. The Attack Planner. Excel workbook used to plan create, communicate and calibrate your attack.

03. The Attack Communiques. Commentaries on the state of competitive marketing.

04. Attack Infrastructure. Links to companies, technologies, processes and methodologies that can support your attack.

05. Attack Competencies. Links to agencies, consultancies, and other firms offering competencies realted to the art of attack.

06. 24 Rules of Engagement. Rules to consider when executing your own plan of attack.

07. The Marketing Archive. Articles, links and papers on contempory and historical marketing practices.

08. The Sun Tzu Archive. Digest of nine translations of Sun Tzu's Art of War.

09. The John Boyd Archive. Articles and briefings written by the brilliant American military strategist.

10. The Center of Gravity Archive. Article and papers describing various approaches to determining center of gravity.

11. The Propaganda Archive. Articles and papers on historical and contempory use of propaganda and information warfare.

12. Military Manuals. Various military manuals focused on strategy and military campaigning techniques.

The Attack Communiques are commentaries on the state of competitive marketing including new ideas strategies and tactics to wage and win battles for marketshare. The Attack Commentaries are updated weekly and available exclusively for Armory subscribers.




02.24.05-1 AGGRESSIVE PURSUITS: The Big Four Accounting Firms


















These rules of engagement are a collection of practical truths I have assembled over a twenty-five-year career of campaigning. Little nuggets of wisdom I've picked-up from competing on the front lines of entrepreneurship.


02: INVESTORS Do not take money from a stranger.

03: CAPITAL Use customer and partner capital.

04: RELATIONSHIPS The customer is not your friend.

05: CAMPAIGN Do not sell.

06: REVENUE Generate revenue today.

07: MARKETSHARE Know how to fight.

08: ORGANIZATION Create organize structures.

09: MODEL Seek complexity.

10: MARGINS Never compete with low margins.

11: COMPETENCY Exploit your core competency.

12: FORMATION Become nomadic.

13: VISIBILITY Stay off of the radar screen.

14: SECRECY Keep plans secret.

15: CONFLICT Be ruthless.

16: ADVERSARIES Know when to fight.

17: BLUFFING Know when to fold them.

18: CONTROL Never relinquish control.

19: SIMPATICO Enlist compatriots.

20: DICTATORSHIPS Benevolent dictatorships are fine.

21: PROFIT Share the wealth.

22: MOTIVATION Challenge employees.

23: FAILURE Stay in the game.

24: COURAGE Act decisively.

EVERY MARKETER should study Sun Tzu. Many of our most “forward” thinkers in business and academia reject military thought in contemporary business - which is to be expected. At face value, military thought invokes bloodshed and violence. But is unfortunate because there is much contemporary business might learn from traditional military disciplines. And ironic, because in the case of Sun Tzu winning is not defined by bloodshed or annihilation, but by winning without fighting. Which is a lesson every business can profit from. Sun Tzu is the father of modern day maneuver theory.

The Sun Tzu Brief is a synopsis of nine different translations of Sun Tzu’s Art of War. The synopsis is organized according to the thirteen chapters of the Art of War and provides a summary of the content found in each chapter. Additionally, the title of each chapter as translated by the various “editors” is provided.

The brief is designed as an introduction to Sun Tzu’s Art of War as is not meant to be a replacement for the actual text. The first version of this brief was written in 1989 and continues to evolve as of this writing. A bibliography of the nine translations can be found at the end of the briefing.

There are two ways to read the Sun Tzu Brief. Click here to download a complete digest and read it offline. Or read the chapter summaries below and click on a chapter of interest for more detail. Each chapter has a one page PDF for quick reference.

CHAPTER 1: SURVEY. War is a vital matter of state and as such the commanders ability to survey, assess, calculate, plan and lead is of the highest importance. There is no substitute for leadership. The commander is supreme.

CHAPTER 2: WAGING. Waging war is expensive. Always leverage and exploit. Prolonged conflict even when you are winning is failing. A good plan violently executed now is better than a perfect plan executed next week. A rapid fire series of small containable conflicts is preferable over a single large conflict.

CHAPTER 3: OFFENSIVE. When planning an offensive, direct conflict with the enemy is avoided. Instead offensive strategy driven by foreknowledge and focused on exploiting strategy is preferred. “So to win a hundred victories in a hundred battles is not the highest excellence; the highest excellence is to subdue the enemy’s army without fighting at all.”

CHAPTER 4: FORMATION. Prepare. Enter only those battles having first won the victory. Never allow yourself to be drawn into a battle that you are unprepared for. Adopt only those formations which allow you to become invincible.

CHAPTER 5: FORCE. Formations which project force can have infinite variations. Compelling the opponent to move to their disadvantage and while generating momentum to your advantage is necessary in order to achieve victory.

CHAPTER 6: ADAPTATION. The ability to change and adapt according to threats and opportunities is strategic genius.

CHAPTER 7: MANEUVER. The ability to systematically convert strategic vision into global action faster than the opponent is necessary in order to successfully shape and maneuver.

CHAPTER 8: VARIABLES. Know all variables and adaptations. Know terrain, ritual and culture. Know strengths and weaknesses. Knowledge prevents surprise and assures victory.

CHAPTER 9: MARCHES. Marches require supreme vigilance and experienced judgement. Prime intelligence is necessary to respond accurately to changing terrain and evolving situations.

CHAPTER 10: TERRAIN. The ability to prosecute campaigns on varying terrain is of utmost importance. The ability to maneuver adversaries to terrain least advantageous to their strengths and most exploitative of their weaknesses allows the commander to win with little or no conflict.

CHAPTER 11: NINE. When conflict is inevitable, and fighting unavoidable, then the terrain upon which the conflict is prosecuted and the motivation and bearing of the troops is of utmost importance. Effective leaders create hope from despair and convert fear into action.

CHAPTER 12: FIRE. UTILIZE EXTREME POSITIONING. When fighting, the incendiary attack is effective in its ability to quickly and decisively alter the terrain by converting a difficult situation into an advantaged situation. Fire accompanied by surprise is the most effective tactic.

CHAPTER 13: ESPIONAGE. Foreknowledge is the ultimate competitive advantage.

Here are the nine translations used in the Sun Tzu Briefing. Each one is linked to Amazon.

Ames, Roger T. The Art of Warfare. Translated With an Introduction and Commentary. New York: Ballantine Books, 1993.

Clavell, James. Sun Tzu, The Art of War. New York: Delacorte Press, 1983.

Cleary, Thomas.The Art of War. Boston & London: Shambhala Publications, Inc., 1988.

Griffith, Samuel B. Sun Tzu, The Art of War. . Oxford University Press. Oxford. 1963.

Hanzhang, General Tao. Sun Tzu’s Art of War: The Modern Chinese Interpretation. New York: Sterling Publishing Co., Inc., 1990

Huang, J.H. Sun Tzu, The Art of War. New York. Quill - William Morrow.1993

Krause, Donald G. The Art of War For Executives. New York, NY: A Pedigree Book. The Berkley Publishing Group, 1995.

Sawyer, Ralph D. The Seven Military Classics of Ancient China. Boulder, San Francisco and Oxford: Westview Press, 1993.

Wing, R.L. The Art of Strategy. New York. Doubleday. 1988

Perhaps the best translation of Sun Tzu is the recent contribution by the Denma Translation Group. Click the link to visit their web site and find out more about their book and where to purchase it. The folks at Denma have undertaken a rigorous translation of the Art of War and their commentaries and scholarly approach makes this the most valuable version of the Art of War in my library.

Another resource for Sun Tzu is SONSHI an online resource dedicated to the Art of War. They have a free online translation located here. They also have a vibrant online community with many interesting threads dedicated to Sun Tzu and business.

(+) Comprehenisve Online Sun Tzu Resource - Compiled by Janet L. Seymour Bibliographer, Air University Library, Maxwell AFB.
(+) The Art of War. Sun Tzu. Translated by Lionel Giles. One of many free online versions of the Giles translation.
(+) Chinese Strategy Bibliography. Online bibliography for classic Chinese strategy books and resources.
(+) Robert Cantrell's site dedicated to Sun Tzu including information on his card decks.

Back in 1997 we executed a campaign for SyQuest against the larger Iomega. This was the first time we brought to bear all the tools and techniques of maneuver marketing to bear on a single campaign. The results were electrifying. SyQuest went from $10 to $50 million (quarter over quarter) in sales in less than 60 days. The case study includes a detailed narrative of the campaign development and a summary analysis putting the results into the context of maneuver marketing. Click here to download the PDF.

FIRSTmaneuver is the proprietary campaigning methodology developed by vSente and forms the theoretical backbone for the Art of Attack. Below is the original FIRSTmaneuver Manual available for download. The manual is 350 pages and includes 55 exhibits.

Part 1: 4MB
Part 2: 8MB
Part 3: 6MB
Part 4: 6MB
Part 5: 9MB

There are three primary resources you will work with while planning your attack - the online Attack Manual, Attack Wizards and the Attack Planner. The Attack Manual, Planner and Wizards and are located directly below in this column. The wizards and planner are in Excel formats and you can download each by clicking the links. The Manual is an online HTML document with the hyperlinked table of contents directly below.

THE ATTACK WIZARDS. The wizards are specialized tools designed to help develop individual campaign elements like strategy and tactics or to quickly assess the potential of your attack or a competitive attack.


Use the Battle BOT wizard for a quick (couple of minutes), down and dirty assessment of the potential success of your attack. The BattleBot is a simple rubric that measures your strengths relative to your primary competitor and weighted according to the importance of these strengths to the customer. If the BattleBot wizard indicates a potential success then proceed with planning your campaign. Click to download.


The Battle SCREEN is a comprehensive version of the BattleBot offering more questions and greater sensitivity generating a more accurate indication of the potential for a successful attack. Use the Battle Screen if the results from the BattleBot are inconclusive. Click to download.


The Battle COG wizard generates an in-depth competitive analysis resulting in the identification of your competitors primary vulnerability (center of gravity). Use the BattleCOG to better understand and exploit your competitive strengths relative to your competitor weaknesses. The BattleCOG includes an interactive set of step-by-step instructions. Click to download.


The Battle SIGNALS wizard describes 20 signals a competitor may demonstrate indicating potential vulnerabilities. An example of a potential attack signal is a competitor launching an expensive high profile strategic branding campaign which then makes them vulnerable to low profile direct marketing attacks. Why? Traditional branding theory advocates the need for a consistent message broadcast over time. So while your competitor is waiting for the branding to "work" you're already at work taking market share. Click to download.


The Battle STRATEGY wizard describes seven fundamental building blocks of strategy with specific examples. These seven building blocks are price, quality, service, features, infrastructure, relationships and execution. Strategy is the enabler between ends and means. The ends represent the objective. The means includes enterprise resources, competencies, etc. In order for strategy to perform this enabling function it needs to be effective, comprehensible and executable. An example of strategy would be for the challenger to attack a leaders premium price, with their own premium pricing (NOT discount pricing!) in tandem with superior quality, features or reputation. Click to download.


The Battle TACTICS wizard is designed to provide a catalyst to drive strategy and tactics. This wizard is based upon Robert Cantrells innovative Strategy Card Deck and describes 54 different strategies and tactics. Each strategy has a one line description, an explanation of the strategy, the basis for the strategy and a potential tactical application. Click to download.


Battle SYMMETRIES indicate the "fairness" of your battle. Some competitors are willing to go further than others in order to win a battle. A battle between two competitors with essentially comparable offering, infrastructure, relationships and execution, and, committed to playing by an established set of rules, can be considered a symmetrical conflict. When a competitor resorts to breaking or bending the rules, and you are unwilling to match their tactics, then you have the makings of an asymmetrical conflict, a battle you will likely lose. The Battle SYMMETRIES wizard provide a gauge by which to measure the symmetry of your battle for market share. Click to download.

The Attack Planner workbook consists of a series of worksheets you will complete in order to build the plan of attack. The worksheets roll-up into the one-page Plan of Attack. The workbook includes links to sections of the Attack Manual illustrating important concepts and ideas along with other external resources.

Use the Attack Planner workbook as your primary source document. The Attack Planner contains links to the on-line Attack Manual and the Armory for topics or concepts that require explanation and/or elaboration.

All user-input areas have a gold background with red text. When you open the worksheets for the first time illustrative examples are included for most sections. Delete the text examples and then input your own answers/data.

Start your plan by first going through the Battle BOT or the more detailed Attack Screener. The BOT/screener will indicate if your attack is feasible. If it is, then proceed to the Step-by-Step Instructions under tab three to begin planning your attack. If the screener advises that you NOT attack, still proceed to the Step-by-Step tab to determine what vulnerabilities are open to competitor attack.

After completing the Attack Screen move on to tab three - Step-by-Step Instructions which provides a detailed set of directions describing how to plan your attack. These instructions include a specific action, an illustrative example of the action to be taken, and, a direct link to the Attack Worksheet (tab four) which is where the information and data is captured.

Use the Attack Worksheet and Step-by-Step Instructions together. You'll notice the Attack Worksheet is a large comprehensive work space designed to create your plan of attack. There is a lot of information on this worksheet as well as links to external resources.

Each step in the process is clearly marked on the Attack Worksheet. If in doubt refer back to the tab 3 - Step-by-Step Instructions. The answers and data collected in the Attack Worksheet are then summarized and presented under tab five - the One-Page Plan of Attack.

THE ATTACK MANUAL. The Art of Attack Manual is a 95-page online HTML document, which describes maneuver theory and its application to the smaller enterprise intent on attacking and dislodging the larger competitor. The Attack Manual is designed to be used in tandem with the Attack Planner. The Attack Manual is rich in links to internal and external resources and is updated continuously. All diagrams and exhibits in the Attack Manual can be downloaded in PDF format for printing. The Attack Manual is divided into two sections - theory of attack and planning the attack.


01.01.00 Can you attack a competitor?
01.02.00 Marketing myths and ironies.
01.03.00 Who attacks?
01.04.00 Maneuver theory and marketing campaigning.
01.05.00 Military and marketing campaigns.
01.06.00 The art of attack.
01.07.00 Introducing interaction and isolation.
01.08.00 Marketers misunderstand attack.

02.01.00 Sun Tzu and maneuver theory.
02.02.00 Shaping the conflict.
02.03.00 Cheng and ch’i.
02.04.00 John Boyd and the O-O-D-A Loop.
02.05.00 Speed is just the beginning.
02.06.00 Analysis and synthesis.
02.07.00 The need for external environments.
02.08.00 O-O-D-A and frame of reference.
02.09.00 Boyd’s definition of strategy.
02.10.00 Boyd’s Purpose of strategy.
02.11.00 Boyd’s theme for strategy.
02.12.00 Activating Boyd’s definition.
02.13.00 The importance of intelligence.
02.14.00 Introducing center of gravity.
02.15.00 Dr. Joe Strange and center of gravity.
02.16.00 Applying Strange's COG analysis to the enterprise.


03.00.00 Determining the center of gravity.
------03.00.01 OFFERING.
------03.00.02 INFRASTRUCTURE.
------03.00.03 RELATIONSHIPS.
------03.00.04 EXECUTION.
03.01.00 Attack signals.
------03.01.01 OFFERING Attack signals.
------03.01.02 INFRASTRUCTURE Attack signals.
------03.01.03 RELATIONSHIP Attack signals.
------03.01.04 EXECUTION Attack signals.
03.02.00 Results of the CG analysis.

04.01.00 Center of gravity determines strategy.
04.02.00 A working definition of strategy.
04.03.00 Attack strategies.
------04.03.01 Strategies for attacking OFFERING CG’S.
------04.03.02 Strategies for attacking INFRASTRUCTURE CG’S.
------04.03.03 Strategies for attacking RELATIONSHIP CG’S.
------04.03.04 Strategies for attacking EXECUTION CG’S.
04.04.00 Mission, objective and tactics wrap the strategy.
------04.04.01 Mission.
------04.04.02 Objective.
------04.04.03 Strategy.
------04.04.04 Tactics.
04.05.00 Shaping the attack.
04.06.00 Defining interaction in business.
------04.06.01 Examples of interaction.
------04.06.02 Indications of interaction.
04.07.00 Defining isolation in business.
------04.07.01 Examples of isolation.
------04.07.02 Indications of isolation.
04.08.00 Palette of interaction and isolation tactics.
04.09.00 Attack TACTICS.
------04.09.01 CG: OFFERING - Tactics that isolate adversary.
------04.09.02 CG: OFFERING - Tactics that increase interaction.
------04.09.03 CG: INFRASTRUCTURE - Tactics that isolate the adversary.
------04.09.04 CG: INFRASTRUCTURE - Tactics that increase interaction.
------04.09.05 CG: RELATIONSHIPS - Tactics that isolate the adversary.
------04.09.06 CG: RELATIONSHIPS - Tactics that increase interaction.
------04.09.07 CG: EXECUTION - Tactics that isolate the adversary.
------04.09.08 CG: EXECUTION - Tactics that increase interaction.
04.10.00 The three move set.
04.11.00 Building the attack array.
------04.11.01 Attack elements.
------04.11.02 Attack competencies.
------04.11.03 Attack infrastructure.

05.01.00 What is an attack engine?
05.02.00 Command and Control.
05.03.00 C&C to C3i.
05.04.00 Mission vs. Detailed C&C.
05.05.00 Relating command and control and O-O-D-A.
05.06.00 Building the attack engine.
05.07.00 OODA and C3i are decision processes.
05.08.00 The traditional sales and marketing DECISION PROCESS is dysfunctional.
05.09.00 Sales, Marketing and Executive Organizations Operate in Isolation.
05.10.00 The Sales and Marketing Organization Should be Infused with Intelligence.
05.11.00 Orientation Creates Cohesiveness and Generates Agility.
05.12.00 A Campaign Manager Drives the Attack Engine.
05.13.00 The Attack Engine Has Four Functional Cycles.
------05.13.01 Command is a strategic leadership activity.
------05.13.02 Execution is owned by the sales leadership.
------05.13.03 Communication is owned by marketing.
------05.13.04 The orientation cycle is owned by the campaign manager.
05.14.00 Assigning roles and timing the cycles.

06.01.00 Mapping the attack.
06.02.00 Marketing metrics.
06.03.00 Metrics and Framing.
06.04.00 Creating the Terrain Map.
06.05.00 Grounds to attack and attack from.
------06.05.01 Mercenary Ground
------06.05.02 Exploratory Ground
------06.05.03 Expeditionary Ground
------06.05.04 Provisionary Ground
------06.05.05 Intersecting Ground