Business is NOT war

[timandren]

The term 'business is war' is well known. Many entrepeneurs and executives love the idea of strategic battle and the eventual domination of their opponent, but at what cost? Everyone is a customer and has felt the negative effects of this mentality and the culture it creates.

Thankfully, the 'win at all costs' business approach is failing and a replacement approach is available due to the shift into the era of the informed, interconnected consumer.

Win at all costs?
War mentality in business conjures up images of evil strategists planning their attacks by pushing their pawns around on a map. This may seem extreme, but it's not far from the way many businesses have approached commerce.

Executives and marketers have been sold on the idea of beating their competitors senseless and their customers become casualties of this process. Money and power are all that matter to business warmongers, and the rabid pursuit of both creates a sense of detachment between 'vendor' and 'customer.'

Why else would so many people be attracted to the process of buying online? This type of war leaves a customer feeling like a number, stripped of their humanity. The worst part is that many businesses act like a friend to the customer initially, yet they don't follow through in the customer's eyes. We know that the transaction itself is not just about price, because it's proven that so many pay a premium for a service or brand they could easily find cheaper somewhere else. Why? What do they place their value on?

Businesses ought to be careful if they get into a price battle with their competitor. Sometimes the outcome leaves all competitors with blood on their hands. Customers see this and often go somewhere else, happy to pay a little bit more for an offer that hasn't been stripped down to it's bones or for a modicum of customer service. Have you ever heard anyone excited about having their phonecall rerouted to a customer service department overseas?

Fighting for peace?
At some point as you're reading this, you're probably thinking that I'm talking about the Enron's and Bernie Madoff's of the world - and you're wrong. Small businesses are just as likely, if not more, to fall prey to this approach.

War cannot be a good style for any size of business, when you know that trust is greater than gold. Business is personal, I don't care what you've heard or read elsewhere. You know how it feels to be a customer. Reaching into your purse or wallet is personal. What you buy is personal. Every buying decision you make has an effect on your life, career, or the lives of those you love and interact with. Trust is fueled by everything war is not. Think about it.

Many people wonder how war strategists would make their decisions if it were their own sons and daughters going in to battle. This raises a parallel towards business culture. Would you cut costs, break promises or be rude to your mother or daughter? So why would you do the same to your beloved customer?

Business is not war. Companies must take the fight out of their equation. This may be difficult for the passionate business folk, but they have an even better outlet. All of the energy that was used for competition can now be focused on the offering. This is what customers care about anyways, don't try to kid yourself. Build your product or service with a genuine approach towards what your customer needs and stop the fighting. You'll notice the difference.

How has this affected you?

[BBlackwood]

I agree, Tim.

The traditional terms of marketing were terms of warfare: campaign, tactics, launch an attack, guerilla marketing, etc.

Today, with social media and permission marketing, we should think in terms of inclusion, building groups or "tribes," and all the tenets of creating community – not waging war.

[Deal_Maker]

Business is war. Don't think it isn't and don't think someone wouldn't screw you to advance themselves if the rewards were big enough. Sounds like war to me.

[The Stealthy One]

I don't even understand what you're trying to say. That is one of the most disorganized, rambling articles about nothing I've ever read.

In regards to you main point (which seems to be that the traditional competitive focus on competitors has now turned so that businesses focus primarily on customers and end-users), I do agree. Unfortunately, you just presented this information in a haphazard and irresponsible way - for instance, it is completely irrational to suggest that strategizing no longer matters.

[knittingmill!]

Some companies see their competitors as partners. Eg. most of the car companies will allow competitors to borrow their cars for testing purposes. Obviously, in return for the same treatment. This allows companies to test competitor cars without purchasing one.

[BusinessAdviser]

"Business is NOT war." Tell that to Wal-Mart. They seem to disagree. And so does their bottom line.

[N.V.Wells]

Gotta disagree here. Business may not be as 'cut throat' as it maybe once was and having concience is now a popular concept in business (publically anyway). But like deal maker said it's still dog eat dog my friend. Its human nature and as all business' are operated by humans...

[SOCMiles]

I agree, Tim.
...We should think in terms of inclusion, building groups or "tribes," and all the tenets of creating community – not waging war.

Ding Ding Ding! There is a huge shift happening that is affecting The Earth as well as Humanity. The old paradigm of competition will no longer be able to create sustained wealth, cooperation and co-creation are now the paths to wealth.

The waging war/guerrilla marketing paradigm is one based out of fear and scarcity, whereas cooperation and co-creation are based out of love. Only one of those two paradigms can create true, sustainable wealth... If your not sure which one, listen to some John Lennon. You'll get it, eventually.

[rogercbryan]

What is all this hand holding crap? I have a poster that hangs above my desk that says "Business is War - Take no Prisoners - Give no Second Chances". On the back of the poster are the names of the four companies I've closed based on taking accounts and/or straight shutting them down. If you all want to hold hands and sing Kumby-fucking-a have a good time. The rest of us will keep doing what we do... you all just make our jobs easier!

[BBlackwood]

I think some folks are misinterpreting what is being said here. No one is saying that there is no competition or that you don't have to fight tooth and nail to best the competition. We're talking about CUSTOMERS. Marketing traditionally runs "campaigns" to "capture" customers. You strategize to WIN them over – to conquer them. Positioning it in those terms, your prospects are your ENEMY.

They are not, they are you allies.

[N.V.Wells]

BBlackwood makes a good point here. And i totally agree with you. I for one prefer the softly softly genuinely caring approach when it comes to customers but like i said before when it comes to competiters then its dog eat dog.

[chuff1026]

i think business is war
not all wars are won in obvious ways
:S
the mare fact that there is "competition" gives a war like scenario

[jonathanfigaro]

Business is like Sex!
Take your time
Pace Your self
Spank if necessary
But always keep your partner satisfied!

[WealthNet]

All good businesses have core values. I don't think the word war is found in the core values of market leading companies. Creativity. Integrity. Diversity. Collaboration. Service. Convenience. War is based on greed, fear, hate and oppression. Focus on the former and you'll build a successful business with persistence and hard work. Focus on war and you'll attract what you put out. Universal law I believe.