PLANNING - Step 2 - Framing the Attack
04.08.00 Palette of interaction and isolation tactics.

An effective attack and dislodge campaign must have a robust isolation component in order to increase the chances for success. Interaction without isolation is like cheng without ch’i. The smart marketer works with a palette of interaction and isolation tactics designed to maximize competitive advantage.

Enterprises have varying appetites for engaging in isolation tactics. For some there is a reluctance to talk about the competition or to aggressively engage the competition with negative tactics. There is continuum of isolation tactics from simple comparisons and legitimate debates to outright smear campaigns and dirty tricks. I do not endorse illegal activities or dirty tricks. I do endorse aggressive pursuits especially when an enterprise is confronted with bankruptcy or extinction.