Here is an interesting and perhaps eye-opening comparison for many marketers who favor Blue Ocean Strategy. Sun Tzu's The Art of War is understandably miscast by those who have not read it as a book about violence and bloodshed - when in reality The Art of War is really about winning without fighting. This from the preface of Thomas Cleary's translation:
The Art of War applies to competition and conflict in general... Its aim is invincibility, victory without battle, unassailable strength through understanding of physics, politics and psychology of conflict.
I'm not suggesting that The Art of War equals Blue Ocean Strategy. The difference is that Sun Tzu understood the practical realities of invincibility and the need to defend and protect that which has been made unassailable.
If you're a fan of Blue Ocean Strategy then you should also read Sun Tzu's Art of War.
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Actually, The Art of War is one of the required readings in INSEADs core classes on Industrial Competitive Analysis.
Later on, you would go deeper in strategy analysis with Prof. Kim, as it would be an elective focus on business strategy (talking from my experience at that particular business school).
Check the their Blue Ocean Institute web site for many more business examples, some are really eye opening.
Posted by: Paul | 30 October 2007 at 06:31 AM