Asymmetric Warfare for Entrepreneurs by Luan Hanratty

Author:Luan Hanratty
Language: eng
Format: epub
Tags: entrepreneurs, entrepreneurship, entrepreneurial mindset, asymmettric warfare, business leaders, business leadership, business success, business advice, business ethics
ISBN: 9781780922010
Publisher: Andrews UK Limited 2011
Published: 2011-11-01T00:00:00+00:00

63). Strike From the Least Expected Place

After the victory the swollen Arab army trundles westward through the hills and valleys towards the Aqaba and the coast.

The narrows of Wadi Itm increased in intricate ruggedness as we penetrated deeper. Below Kethira we found Turkish post after Turkish post, empty. Their men had been drawn in to Khadra, the entrenched position (at the mouth of Itm), which covered Akaba so well against a landing from the sea. Unfortunately for them the enemy had never imagined attack from the interior, and of all their great works not one trench or post faced inland. Our advance from so new a direction threw them into panic.

The element of surprise was crucial for taking Aqaba and to the success of the whole campaign. In negotiations, product development, launches and marketing, the key to winning is keeping your cards close to your chest and then to strike when and where people least expect it.

Good marketing is about thinking differently and being different from everyone else. When you can do this, you can make other people think. It’s about coming out of left field and offering or saying something unique that people aren’t expecting. When you can do this, people sit up and take note. Good marketing resonates with peoples inner feelings and creates excitement because it’s new.

One failsafe way of attracting attention is through controversy. Most of us think that being controversial is dangerous, but the most interesting people love to be controversial. And people love them because of it. The reason they can get away with extreme or different opinions is because they employ the five factors of rhetoric that have been around since Roman times. These are: facts, reason, logic, humour and politeness. If you make your advertising copy controversial and you employ the five factors, then you can surprise people and get their following. Using the shock factor means that you can and should advertise less but the advertising you do must be better than everyone around you in the marketplace.

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