Infiltration is one of the most effective military manoeuvres for getting into the enemy’s defences by sneaking in small parties to raid and built up forces for a surprise strike. On the business side, Apple penetrated the institutional and corporate markets against Windows and RIM by gradually winning over users to the iPhone and iPad. Apple never directly took aim at these markets, but let their customers do it for them by demanding to be able to use their devices within corporations and other institutional organizations. Another example: Porter Airlines gained a loyal corporate following by offering business class service with frequent flights between Montreal and Toronto’s downtown airport. This infiltrated Air Canada’s most lucrative segment and allowed Porter to build a larger offering over a few short years.
Richard Martin is a consultant, speaker, and executive coach. He brings his military and business leadership and management experience to bear for executives and organizations seeking to exploit change, maximize opportunity, and minimize risk.
© 2013 Richard Martin. Reproduction and quotes are permitted with proper attribution.