THEORY - Attacking a Business
01.02.00 Marketing myths and ironies.

There is a contemporary notion that suggests by delighting customers or innovating new markets you can avoid competition(1). The irony is that customer intimacy advocates, who bridle at the notion of attack, pursue the ultimate attack with customer delight strategies which deliver customers more while charging less, leading to bloody and escalating wars of attrition. The myth is that enterprises can render themselves invulnerable to attack by innovating new markets that are impervious to attack(2). No market, brand, technology or innovation in the twenty-first century is ever impervious to attack. The bottom line is that any transaction, customer, market or industry is vulnerable to attack. There are times when attacking the competition is necessary. There are other times when it is opportunistic.

(1) Calibrating the Profit Trinity. Maneuver Marketing Communique. Mike Smock 2002.
(2) Blue Ocean Strategy. W. Chan Kim & Renee Mauborgne. Harvard Business School Press