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Richard Martin’s Monday Morning Brilliant Manoeuvre

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  • Richard Martin
  • October 22, 2012
  • 12:45 pm
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Richard Martin

Richard Martin empowers leaders to outmaneuver uncertainty and drive change through strategic insight and transformative thinking.
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Brilliant Manoeuvre

A business that is attacking an established competitor with a strong position is better to let the competition focus on existing customers and other competitors while exploiting a weakness or vulnerability in the current market coverage.

Example

Once again, Apple provides the perfect instantiation of this principle. Back in 2007, Apple left the corporate and institutional markets to Research in Motion with its Blackberry device, focusing instead on the underserved consumer smart phone market. The same thing happened when Google was just starting out. Google used its search engine to serve the small advertisers market. Their needs were not adequately met by traditional communication media, such as newspapers, yellow pages, TV and radio. Google provided that capability. In both cases, Apple and Google, their new business models and products were so successful in the then underserved markets, that they have ‘doubled back’ and now provide these to the more traditional markets.

Tip

The best way to defeat an entrenched competitor is to find and bypass his main defences, exposing weaknesses and gaps in these, then exploiting them to go deep and threaten his entire competitive position.

© 2012 Richard Martin. Reproduction and quotes permitted with full and proper attribution.


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Richard Martin, President of Alcera Consulting Inc.

Richard Martin

Richard Martin is the President of Alcera Consulting Inc., a strategic advisory firm collaborating with top-level leaders to provide strategic insight, navigate uncertainty, and drive transformative change, ensuring market dominance and excellence in public governance. He is the author of Brilliant Manoeuvres: How to Use Military Wisdom to Win Business Battles and the creator of the blog ExploitingChange.com. Richard is also the developer of Strategic Epistemology, a groundbreaking theory that focuses on winning the battle for minds in a world of conflict by dismantling opposing worldviews and ideologies through strategic narrative and archetypal awareness.

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