THEORY - Attacking a Business
01.06.00 The art of attack.

Many of our most forward thinkers in business and academia, especially those with politically correct leanings, immediately reject military thought in contemporary business. Which is interesting because in the case of Sun Tzu winning is not defined by bloodshed or annihilation, but by winning without fighting.

If the ultimate expression of maneuver theory is winning without fighting then isn’t the notion of attacking a competitor at odds with maneuver theory? If your definition of attack is the traditional attrition based attack, then yes, this definition of attack is at odds with maneuver theory. But maneuver theory defines attack in different terms. The art of attack is characterized by the ability to exploit mismatches in relative competitive competencies in a manner where it is not necessary to engage in head to head conflict.