Know Thy Enemy

Today, the book continues to hold influence in various spheres of modern life. One story that sticks out is when the fledgling Snapchat resisted an acquisition by Facebook, and the CEO, Evan Spiegel, gave all of his staff copies of The Art of War as inspiration to finish the fight. Can lessons from military strategy really be used to inform our marketing and business strategies? It would seem so. This is where The Art of War comes in. This post looks at five key lessons from The Art of War and explains how you can apply this wisdom to your local search and digital marketing efforts.

Yet when executed without an overarching strategy, these channels will never fully deliver on their potential. Your tactics will always be visible, but the strategy from which these tactics evolved will remain hidden, and it is this strategy that enables your tactics to succeed.

All too often, we see clients who have utilized a paint-by-numbers approach to their digital marketing.

Know Thy Enemy

Then, these folks wonder why they are not generating business. Before you go ahead and execute given marketing tactics, ensure your strategy is clearly defined. Are you low-cost and define yourself by price? Or do you differentiate in some other way so that customers will pay a premium for your offering? Your strategy is your strategy, and a winning strategy requires research.

Being there is not enough. Have a better offer. Define your strategy to do better, and it will make everything else you do much stronger. Strategy without marketing tactics will get us nowhere fast.

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Tactics without strategy will fail to have the desired long-term effect. Tactics led by strategy win the war. Tactics are where we must be most careful as marketers. I must hear every week how some business has gotten onto Facebook and is writing a blog, and they expect that should magically improve their SEO. This checklist mentality is understandable but largely counterproductive. Doing something is not enough.

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Marketing should still be conducted via multiple channels to be truly successful. Focusing on one channel alone in a rapidly-changing environment is risky at best and borderline suicidal at worst. The classic Guerrilla Marketing book states that businesses should have at least 20 marketing activities, and my experience with businesses across the UK certainly confirms this. Be the shuai-jan — be visible in local search, organic search, paid search and elsewhere around the Web. That one was pretty stark, so many folks probably did — but did you notice the removal and replacement, and removal again of phone numbers from local results?

Have you ever noticed the difference in the results when you are at home or at work? Have you noticed the difference in local search results on your computer when you are signed into Google on your phone? How many of the organic results are visible above the fold?

Know thy self, know thy enemy. A thousand battles, a thousand victories. - Sun Tzu - BrainyQuote

How this differs on mobile, tablet and desktop? It is this very change in a very changeable landscape that presents the opportunities and threats we should focus on as smart search marketers. Then there was the July 4 cyberattack that was allegedly conducted by North Korea against various U.

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His theories date from the 19th century, but still apply today. They are action-oriented, seeking to accomplish a set goal. Aristotle, between and B. C, completed his system logic, or Organon to make clear that logical decisions were based on a foundation of trustworthy knowledge. Aristotle was concerned with the material cause, the one physical world, which he explained was real and eternal and which consisted of matter and form free of a spiritual realm.

He wanted to focus on physical reality in terms of what he could actually see and feel. From this standpoint, Aristotle explained that all forms or objects have a certain potential to become a full, perfect being. Aristotle taught these concepts to Alexander the Great from to B. Alexander used this logic to conquer the empires of Assyria, Egypt and Persia; thus, the Greek concepts spread. For example, establishing an enemy center of gravity is the type of goal that is established and then actively pursued through physical means. The East, however, does not think this way. They capture his cities without assaulting them and overthrow his state without protracted operations.

This is not goal-oriented thinking, and it can be traced back to the ideals of Lao-tzu, the founder of Taoism. At first glance, the concept appears passive, but it is not. It involves a continuous process of adapting to change and response to the natural course of events. This is the opposite of the Western approach of actively trying to force things to happen.

This philosophical idea of adapting to change is expounded on by Samuel B. This is not in any sense a passive concept, for if the enemy is given enough rope he will frequently hang himself.

These philosophical concepts were passed on to the military leader Sun Tzu, who in turn used them to develop and refine his own ideas on the art of war. Where does all of this philosophical thinking lead us in terms of cyberwarfare? When the Chinese attack strategy, they are attacking those systems which the U. For example, they will conduct cyberattacks against U.

Additionally, the Chinese have placed a great deal of emphasis on cyberwarfare for over the past 25 years, and they have developed their own theory, doctrine and order of battle for computer network operations CNO. Comparing Eastern and Western philosophical approaches with warfare illustrates why the East may be further along than the West in embracing cyberwarfare. This insight is foundational for the U.

Know Your Enemy

The plot starts with a computer hacker whose alias is Neo. The reality is that Neo is not behind a computer screen, but hooked up to a mechanical tower that feeds off of humans to generate power that runs the Matrix. The Matrix consists of human-created machines. The humans tried to destroy the solar-powered machines by darkening the sky. However, the machines outsmarted them, turning humans into an energy source.

He thinks he is in a real world, but it is only a dream world that was created by the machines to keep the humans in a comatose state. This state of being in the system is real; if you die, you actually die a physical death, all the while hooked up to the Matrix. However, what happens when we can see into cyberspace?