PLANNING - Step 4 - Mapping the Attack
06.05.05 Intersecting Ground [Centered]

Intersecting Ground describes the center region where all four grounds intersect, including points very nearby. Intersecting Ground is characterized by modest revenue and profits relative to the respective market or industry. It is terrain that is competitively neutral - not either high or low growth, high or low profitability. Intersecting Ground is generally inhabited by businesses in industries NOT in the throes of significant change. Intersecting Ground is the least vulnerable position on the map, and is most likely to result in a long-term sustainable position. Here’s why.

For competitors and business models in expeditionary ground, intersecting ground represents a step backward and so they will not actively pursue it - and will normally only end up on intersecting ground because their performance declined and they landed there instead of provisionary ground. Competitors in Exploratory Ground will normally pursue expeditionary ground.

A move from provisionary ground to intersecting ground would require business models to simultaneously shrink and become more profitable long-term. Competitors don’t normally do this unless forced. Instead, the majority of competition for positions trying to enter intersecting ground will come from business models in mercenary ground, which are by definition among the competitively weakest in the industry. This is why positions that are solidly on or near intersecting ground are very defensible.

Viewed from the perspective of its associated grounds and their respective significance, terrain maps become valuable tools in visualizing the competitive dynamics of markets and industries - and the relative strategic positions of individual competitors.