Successfully campaigning for market share is dependent upon the ability to orchestrate two primary maneuver forces called interaction and isolation(4). The need to increase my interaction with a customer while isolating my competition is at the heart of maneuver theory.

There are many ways one can isolate a competitor via well-timed and well-placed attacks. Generically speaking we can attack price, quality, service features and reputation. And as long as the attacks are credible I can begin isolating my competition while simultaneously increasing my interaction with the customer.

It is the interplay of interaction and isolation that allows me to shape the market to my advantage and the disadvantage of my competition. When executing a campaign we work off a campaign palette that incorporates actions designed to increase our interaction with our customers while decreasing our competitions.

Interaction and isolation are discussed in detail later in the manual.

(4) “Strategic Game of ? and ? (June 1987). John Boyd.