04.26.04-4 A DEFINITION OF CAMPAIGNING

The concept of campaigning in the business arena has been distorted by two different interest groups. The first group consists of large advertisers who's notion of a campaign is a single dimension approach characterized by developing one message and then broadcasting it millions of times. The second group consists of software vendors who have assumed campaigns can be automated - put on cruise control and operate themselves.

Campaigning is only peripherally associated with technology and creativity. The primary driver of campaigning is competitiveness. Campaigning is the art of decision making, leading, and motivating people and their organizations into action to accomplish missions; visualizing current state and future state, then formulating concepts of operations to get from one place to another at least cost; assigning missions, prioritizing and allocating resources, selecting the critical time and place to act, and knowing how and when to make adjustments during the fight.