Martial Law Marketing: Key Commander Skills, Wartime Management Rules and Current Communication Algorithms

26/ 05/ 2022

Difficult times pose difficult questions for business. To find answers, it is useful to think like a military leader. Therefore, on May 26, 2022, during the EBA Odesa PR & Marketing HUB online meeting, Kateryna Vershinina and Andriy Salamatov, founders of the 4Press creative and GreenDuck business intelligence agency, relied on the cases of great military figures who lived from ancient China to the present. They talked about the principles of management as a business in general, and marketing in particular. The nature of war imposes two directly opposite requirements on the commander: on the one hand, it requires great flexibility in changing once-adopted plans, on the other - great perseverance and firmness in defending these plans. Therefore, among the main super abilities of the commander are: scale and balance of personality, lack of fear of uncertainty, knowledge of all the intricacies of war and readiness for any scenario, attention to detail and responsibility for all processes, determination, severity and justice, thirst to new knowledge, etc. Thus, knowledge and application of key leadership skills, wartime management rules and current communication algorithms can help businesses maintain their positions and fight for customers, seek new operational spaces, and make winning decisions in a changing environment. In times of war, it is important for business to use such tools as: communication with the team and partners, collaborations, social responsibility, traditional tools of promotion, benchmarking and meta-competencies, etc. In addition, the authors cited prominent historical figures and the acquisition of writing for a deeper understanding of the topic. We leave the key ideas here: Strategy without tactics is a long and difficult path to victory. Tactics without strategy are a fuss before defeat ”(Sun Tzu). “My genius was that in one quick glance I covered all the difficulties, but at the same time all the resources to overcome these difficulties ”(Napoleon Bonaparte). “The true jewel of a ruler is intelligence… Be sure that you are not defeated in a hundred battles out of a hundred, if you understand yourself and your enemy equally ”(Sun Tzu). “If you can control the least, then you can save your life.… When the army is active, the commander must have all the power (The Way of the Three Success Strategies of Huang Shigong, China, c. XII-XI centuries BC). “Difficult consists of a large number of easy steps. And the Great consists of a large number of small parts… Therefore, wise people do not do any great deeds, and their achievements are great ”(“Tao de Ching”).

Difficult times pose difficult questions for business. To find answers, it is useful to think like a military leader. Therefore, on May 26, 2022, during the EBA Odesa PR & Marketing HUB online meeting, Kateryna Vershinina and Andriy Salamatov, founders of the 4Press creative and GreenDuck business intelligence agency, relied on the cases of great military figures who lived from ancient China to the present. They talked about the principles of management as a business in general, and marketing in particular.

The nature of war imposes two directly opposite requirements on the commander: on the one hand, it requires great flexibility in changing once-adopted plans, on the other – great perseverance and firmness in defending these plans. Therefore, among the main super abilities of the commander are: scale and balance of personality, lack of fear of uncertainty, knowledge of all the intricacies of war and readiness for any scenario, attention to detail and responsibility for all processes, determination, severity and justice, thirst to new knowledge, etc.

Thus, knowledge and application of key leadership skills, wartime management rules and current communication algorithms can help businesses maintain their positions and fight for customers, seek new operational spaces, and make winning decisions in a changing environment. In times of war, it is important for business to use such tools as: communication with the team and partners, collaborations, social responsibility, traditional tools of promotion, benchmarking and meta-competencies, etc.

In addition, the authors cited prominent historical figures and the acquisition of writing for a deeper understanding of the topic. We leave the key ideas here:

“Strategy without tactics is a long and difficult path to victory. Tactics without strategy are a fuss before defeat ”(Sun Tzu).
“My genius was that in one quick glance I covered all the difficulties, but at the same time all the resources to overcome these difficulties ”(Napoleon Bonaparte).
“The true jewel of a ruler is intelligence… Be sure that you are not defeated in a hundred battles out of a hundred, if you understand yourself and your enemy equally ”(Sun Tzu).
“If you can control the least, then you can save your life.… When the army is active, the commander must have all the power ” (The Way of the Three Success Strategies of Huang Shigong, China, c. XII-XI centuries BC).
“Difficult consists of a large number of easy steps. And the Great consists of a large number of small parts… Therefore, wise people do not do any great deeds, and their achievements are great ”(“Tao de Ching”).