Posts Tagged ‘offense’

Now is the time to get ready for battle!

And you don’t have to go in blind. Why don’t you call on the best strategist to give you the edge you need?

Richard Martin served as an infantry officer for 21 years in the Canadian Army.

He is the expert in applying military wisdom and know-how to winning business and organizational battles.

Richard shows you how to apply the fundamental principles of military strategy and leadership: manoeuvre and discipline.

Richard will lead a real, honest to goodness BATTLE PROCEDURE BRIEFING for you and your team that will propel you to victory!

“Did you know that an infantry battalion only needs about 3 to 4 hours of prep and planning time to be battle ready? What are you waiting for to get the same benefits for your outfit?” – Richard Martin

Duration: 3 to 4 hours, at your location

Investment: variable depending on needs and objectives of client

Contact me right away to see if you have what it takes!

Richard Martin, The Leadership and Strategy Catalyst, Alcera Consulting Inc.

514 453-3993

Richard.Martin@alcera.ca

http://www.alcera.ca

Check out Richard on video: http://www.alcera.ca/en/videos-teleconferences.php

Richard Martin is the author of Brilliant Manoeuvres: How to Use Military Wisdom to Win Business Battles

Brilliant Manoeuvres is Sun Tzu’s Art of War combined with Drucker’s The Effective Executive.”

— Alan Weiss, PhD, Author of the bestselling Million Dollar Consulting

The agenda and content may vary according to the client’s objectives, Richard’s professional opinion and experience, or the exact nature of the situation under assessment. While the procedure is important, it is also critical that strategic and tactical conditions guide the process. Richard has the expertise and discipline to keep the team on track with a systematic approach.

Note: Battle-dress not required… 😉

Pour mieux préparer vos troupes à votre prochaine offensive, faites donc appel à… un militaire !

Richard Martin a servi comme officier des Forces canadiennes pendant 21 ans et y a acquis une très grande expérience en matière de leadership et de stratégie militaire.

Il applique à l’entreprise les vertus essentielles qui font la force des armées : la rigueur et la discipline. Richard Martin forme et entraine les équipes de direction avec les méthodes qui engendrent des bons résultats et font gagner des batailles !

Il animera pour votre équipe de direction un véritable BRIEFING DE PRÉPARATION AU COMBAT qui conduira votre entreprise à la victoire…

« Sachez qu’un bataillon de 750 personnes peut se préparer et se positionner pour une opération de combat en aussi peu que 3 à 4 heures. Qu’attendez-vous pour en faire autant avec votre équipe de direction et mettre votre entreprise sur un pied de guerre ? » – Richard Martin

Durée : 3 à 4 heures, à vos bureaux

Coût : devis sur demande, selon objectifs à atteindre

Inscrivez votre entreprise IMMÉDIATEMENT !

Communiquez avec Claude Janet, pour Richard Martin, Président, fondateur, ALCERA, Conseil de gestion Inc.

T : 514 453-3993

claude.janet@alcera.ca

http://www.alcera.ca

Vidéos disponibles sur : http://www.alcera.ca/fr/videos-teleconferences.php

Richard Martin est l’auteur de « Brilliant Manoeuvres: How to Use Military Wisdom to Win Business Battles ».

Brilliant Manoeuvres is Sun Tzu’s Art of War combined with Drucker’s The Effective Executive.”

— Alan Weiss, PhD, Author of the bestselling Million Dollar Consulting

Les étapes et le contenu peuvent varier selon les objectifs de l’entreprise/organisation, l’avis professionnel et l’expérience de Richard Martin ou encore les besoins du moment. Il faut surtout se laisser guider par la réalité stratégique ou tactique et non pas juste suivre un procédé rigide. Richard Martin a l’expertise, la discipline et la rigueur pour vous guider dans cette opération délicate.

Attention! Le port de l’uniforme n’est pas exigé… 😉

  • Have you been passive in the face of challenges and threats from competitors? If yes, why do you think this is?
  • How could you become more aggressive in the face of competitors trying to take away your business?çWhat means are available to you to counterattack your competitors’ incursions?
  • What opportunities are there for you to occupy a position pre-emptively in order to limit incursions by competitors before they occur?
  • Could you conduct a spoiling attack on a competitor that is fixing to enter your market or outflank you by offering improved products or services?

Richard Martin is a Master Strategist and Leadership Catalyst. Richard brings his military and business leadership and management experience to bear for executives and organizations seeking to radically improve performance, grow, and thrive in the face of rapid change, harsh competition, and increasing uncertainty.

© 2014 Richard Martin. Reproduction and quotes are permitted with proper attribution.

  • Are there alternative positions in your chosen product market segments?
  • Could you create products or services that would allow you to occupy them provisionally or for a longer term?
  • What is the full range of vertical positions in terms of product or service quality or perceived value?
  • Are there product market segments adjacent to or otherwise related to your key position(s) that are likely to attract competitors onto your vital ground?
  • Could you occupy some or all of this ground?
  • Are there positions nearby that you should or could deny to competitors simply so they don’t get a toehold on your vital ground? What key terrain must you occupy to prevent them from encroaching on your position(s)?
  • Is there a position you must occupy provisionally to buy time for reinforcements, i.e., so you can develop a full-blown product or service to occupy that or a related product or service category?

Richard Martin is a Master Strategist and Leadership Catalyst. Richard brings his military and business leadership and management experience to bear for executives and organizations seeking to radically improve performance, grow, and thrive in the face of rapid change, harsh competition, and increasing uncertainty.

© 2014 Richard Martin. Reproduction and quotes are permitted with proper attribution.

  • Do you occupy segments that represent large streams of highly profitable revenue for your business? If you’re not occupying these segments, why not? Are others likely to be interested in one or more of these segments? Are you at least trying to battle for vital, strategic ground?
  • What is your position relative to your strategic product market segments? Are you on key terrain or is it likely to be occupied by a competitor?
  • Can a competitor threaten your existing position? Could they wrest it away from you in some way? Is there an alternative position in the particular strategic segment under consideration that would allow a competitor to dominate?
  • Can you prevent or delay competitors from occupying alternative positions that threaten your vital ground?

Richard Martin is a Master Strategist and Leadership Catalyst. Richard brings his military and business leadership and management experience to bear for executives and organizations seeking to radically improve performance, grow, and thrive in the face of rapid change, harsh competition, and increasing uncertainty.

© 2014 Richard Martin. Reproduction and quotes are permitted with proper attribution.

The three basic tactics are: go head to head (aka frontal attack); flanking manoeuvre; and bypass manoeuvre. However, here are some advanced tactics you can use that are more subtle and can amplify the effectiveness of the basic tactics. You can use these in any combination.

  • Infiltration: Think of the Trojan Horse, or water seeping into a building’s foundations.
  • Encroachment: Every day you move imperceptably closer to your opponent’s position.
  • Reversal: Use your opponent’s strength to overcome them.
  • Undermining: Dig a tunnel under your opponent’s walls and then blow up a mine.
  • Diversion: Get your opponent focused somewhere else so you can strike at his weak spot.
  • Deception: Pretend to do one thing when you’re really intending to do another.
  • Attrition: Wear your opponent down through constant, hit-and-run tactics.
  • Psychological warfare: Wear down your opponent’s resolve and undermine his morale.
  • Divide and conquer: Split your opponent’s forces and defeat them piecemeal.

Richard Martin is a Master Strategist and Leadership Catalyst. Richard brings his military and business leadership and management experience to bear for executives and organizations seeking to radically improve performance, grow, and thrive in the face of rapid change, harsh competition, and increasing uncertainty.

© 2014 Richard Martin. Reproduction and quotes are permitted with proper attribution.

When I was a young cadet on basic infantry officer training the instructors would give us leadership challenges so we could practise our skills and they could evaluate us. One time I was put in charge of navigation for the platoon. We were on a night patrol and had to advance through relatively open terrain until we came a to a wood line. At that point, I had planned our route to take a different heading toward our objective.

As we walked in single file through the darkness, I could see the wood line approaching ahead. The only problem was that we weren’t supposed to be that close to the wood according to our pace counting, which is how we measured the distance covered (back in the days of map and compass, before GPS). I got more and more anxious as we got closer to the wood line. Finally, I halted the march and told the cadet platoon commander that it looked like I had made a navigation error.

We huddled under an opaque tarp with the flashlight—so as not to signal our presence to the “enemy”—and examined the map closely. No matter how I turned it and recalculated our route, I couldn’t square the fact of seeing the wood line so close with my verified calculations showing we were still at least one kilometer from the wood. I nonetheless concluded that the pace-counters and I had made an error and that we were in fact very close to the wood. I dutifully told this to the platoon commander. He asked me if I was sure and I assured him that we were very close to the wood line. At this point, the NCO who was evaluating me came up and asked what was happening, why we had stopped. I explained my reasoning, he looked at the wood line, and shrugged, saying we should hurry up and not stay out in open terrain without moving.

So the platoon resumed its march toward the wood, which I was sure by now was only 40 or 50 meters away. A few seconds later, we entered a low shrub bush. It was only a few tens of meters deep, and once we were through, there was no wood or wood line. In fact, I could now clearly see in the limited moonlight that the wood line was were it was supposed to be, about 800 or 900 meters distant.

I immediately realized that my error wasn’t in navigation, but rather in perspective. I couldn’t have been more embarrassed if someone had shone a spotlight on me. I felt my face flush and a knot in my stomach. I had mistaken the shrubs a few meters in front the platoon for the wood line one kilometer away. I felt foolish, because I had discounted my calculations and the questioning of the pace-counters and platoon commander in favour of my own faulty impressions, no doubt caused by fatigue, self-doubts about my navigation skills, and anxiety at being responsible for finding our way to the objective. In this particular instant of my young military career, I had detected an obstacle that wasn’t there. To paraphrase the Pogo cartoon of the 1950s, “I had met the enemy, and he was me.”

You’d think that I would have learned a major lesson at that point, but I guess I was too young to generalize it to other areas of my personal and professional life before going through similar processes several more times. How many times did I have to learn that I was often discovering obstacles—enemies even—that simply weren’t there? Over time I realized that most obstacles and enemies in my path were completely illusory.

As I’ve developed my consulting practice over the last eight years I’ve come to the realization that this “enemy is us” phenomenon applies to just about everyone, in at least some areas of their professional and personal lives. When we set out to reach a goal, we often create illusory enemies or obstacles. I’m constantly surprised at how my suggestions for improvement or to try something new are rebuffed with declarations such as: that would never work for me; I’ve tried that once (17 years ago) and it didn’t work; so-and-so try that and it didn’t work; that’s too hard for me; I couldn’t never do that; and, my personal favourite, what if I fail?

I had breakfast with a highly successful businesswoman a few days ago. She was wondering why she could accomplish so much in such a short period of time and get results no matter what happens, while others constantly struggle. I realize now what the “secret of her success” is. She doesn’t doubt herself, or second-guess her approach to reaching her objectives. She just goes out and does it without worrying about trying, or failing, or not doing it the right way. To quote Yoda, that master of enigmatic wisdom, “Do, or do not. There is no try.”

What are the imaginary obstacles you put in your personal and professional path? Are there bogeymen that you need to extirpate from your imagination? What enemies lurk in ambush in your mind? What shrubs and bushes are masquerading as trees and woods in your perspective?

© Alcera Consulting Inc. 2014. We encourage the sharing of this information and forwarding of this email with attribution. All other rights reserved.

You’re on the defensive when you’ve lost or intentionally given up the initiative to your competitors or opponents. You know you have the initiative when you set the timing, rhythm, location and nature of the action.

You can give up the initiative willingly and go into a temporary or local defensive mode. This allows you to buy time to reorganize, rest, or reconstitute your resources. It also allows you to free up valuable resources to reassign them to higher priority areas. In practical terms for business, this means you can free up resources to be on the offensive strategically while maintaining a defensive posture in certain areas. How can you tell if you’re on the defensive?

  • You’re constantly surprised by events and by your opponents’ or competitors’ actions.
  • You’re constantly playing catch up, because your opponents or competitors are beating you to the punch: They introduce new products or services before you do. They open up a new market segment before you do. They introduce new processes and production techniques before you do.
  • Once you realize what’s happening, you’re slow to react and can’t turn your ship around quickly once you DO decide to act.
  • You have little insight into your competitors’ or opponents’ intentions.
  • You have little insight into your customers’, suppliers’, and distributors’ preferences and intentions.
  • You are constantly reacting to competitors’ and opponents’ actions instead of setting the agenda yourself and making them react.
  • More often than not, you’re fighting on ground (i.e., markets, on issues) NOT of your choosing.
  • More often than not, you have to compete or fight with your weaknesses instead of your strengths.
  • Morale and mood are low, as people realize that your company or organization doesn’t have the initiative.
  • Cohesion and coherence of action are difficult to maintain, as you’re constantly reacting rather than proactively managing resources and assigning them to your strengths and to reaching YOUR goals.

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.

© 2014 Richard Martin. Reproduction and quotes are permitted with proper attribution.

Shaping the battle space means that you don’t just accept the situation as it is, but also try to influence and mould it so that you can exploit your strengths and put your competitors in a weaker position. In business, we need to apply the same principles in order to “shape the competitive space.”

In military strategy and tactics, shaping involves using ground, obstacles, and the opponent’s strengths, weaknesses, and intentions against him. The objective is to get him to manoeuvre and move in such a way as to be surprised by your dispositions or in a weak position so that you can bring your strengths and combat power fully to bear.

The best example of that is an ambush. In an ambush, you position yourself on a route that you know the enemy will use and then when he passes there, you give him all you’ve got. The best defences are basically set up as ambushes. When I was an infantry company commander, my objective was to position my forces so that the attacker wouldn’t see me until I chose to open up with my weapons. By then though, my intention was that he would be positioned in such a way that I could use all of my weapons and forces to their most lethal effect, while the enemy couldn’t.

How can you shape the competitive battle space?

1.    Educate your customers about your products and services, or about what makes you different.
2.    Educate other stakeholders about why your services are important or different.
3.    Choose a time and place to act that your competitors or opponents can’t anticipate ahead of time.
4.    Position your products and services such that you’re bringing your strengths to bear in the most effective manner possible.
5.    Maintain secrecy about your activities in order to surprise everyone.
6.    Conversely, and if relevant, create anticipation about what you’ll be changing or doing differently.
7.    Withdraw from the field in some areas so you can concentrate on other areas that leverage your strengths better.
8.    Let your competitors in and then let them expend their resources, shooting their load on their first assault.
9.    Exploit a feature of your market that your competitors don’t know as well.

This is what companies like Walgreen did when Jean Coutu bought Rite Aid and Brooks Brothers pharmacies in the US. Walgreens knew that PJC didn’t have the resources to continue investing in their acquisitions once they had made their first assault. After that, Walgreens and the other established US based companies could just wear them down by aggressive pricing and other tactics, knowing that PJC didn’t have the capability to continue investing indefinitely.

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.

© 2014 Richard Martin. Reproduction and quotes are permitted with proper attribution.

Guerrilla strategy is very misunderstood, sometimes even by military historians and strategists. In the simplest terms, guerrilla strategy is a combination of small-scale offensive tactics with a defensive strategy at the highest levels. Despite what many people think, guerrilla warfare is a strategy of weakness. I think people focus on the small-scale offensive manoeuvres and fail to see the big picture. So, for instance, when the Taliban adopted a guerrilla strategy in Afghanistan after their downfall, it was because they realized that they couldn’t win by large-scale offensive strategy, nor could they win by small-scale defensive tactics. When you’re very weak, not only can you NOT go on the offensive, but you also can’t even hold ground effectively, or prevent the enemy from holding it. So what do you do? You revert to what are called hit and run tactics. These include raids, ambushes, and a lot of propaganda to brag about the results of your actions out of all proportion to their actual effectiveness.

So how does this get translated to business practice? Here are a few ways, but I invite you to think about the ways you can use guerrilla strategy if you are in a position of weakness against a very strong opponent.

  • Apply subtle offensive tactics: infiltration; encroachment; reversal; undermining; diversion; deception and disruption; attrition through hit-and-run; psychological warfare; divide & attack piecemeal
  • Poison the well: raise doubts about your opponent or competitor
  • Claim you’re on the defensive but actually take small offensive actions
  • Temporary alliances with small competitors or partners
  • Strategic alliances with larger competitors or partners

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.

© 2014 Richard Martin. Reproduction and quotes are permitted with proper attribution.