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Leadership Rules: 50 Timeless Lessons For Leaders by Jo Owen

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CHAPTER 31

COMPETITIVE STRATEGY: ASYMMETRIC WARFARE

We have seen how most tribes and firms do not care for a fair fight. When the Laikipia go cattle raiding, they always pick on a weak village and pick a time when all the men are away. And they attack in force. It is not pretty, but it is effective.

But you cannot always guarantee an unfair advantage. So what do you do when you are faced with a far stronger opponent? This is the challenge every start up faces when taking on entrenched competition and an established market leader.

The obvious thing is that you do not take on your opposition on their terms. You fight on your terms. You learn from how David dealt with Goliath. In a straight fight, the giant Goliath would have crushed young David. ...

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