Chapter 8. Conclusion: The eight rules to follow to deserve success


“Austrian generals defeated in 1796 by Napoleon protested: ‘It is impossible for someone to ignore so basically the most elementary principles of war’.”

 --Ferdinand Foch, Marshal of France, Principles of War

“We all recognize a strategy when we see one.”

 --Gary Hamel

Eight statements summarize this book’s essential message.

Defense is stronger than attack

New market entrants face six challenges. First, the company we are attacking may have been the first company in the segment. In such cases, the brand name is associated with the product in the customer’s mind: Aspirin; Coca-Cola; Kleenex; Black & Decker; Gillette; Kodak, Jeep; Band-Aid; Jello. Customer loyalty is here at its ...

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