There is probably not a success-driven professional in the business world today that does not recognize the proven value and importance of planning and preparation. Perhaps even more important, some business professionals have learned to elevate their planning efforts to an even more sophisticated level… that of strategy in action. However, while the idea of strategy is currently enjoying a resurgence of popularity in the business world, the concept itself is not new, but rather has been around for several thousand years. Perhaps one of the first known published works on the subject of strategy dates back to about 500 years BC, when in the land now known as China a highly accomplished warrior named Sun Tzu published his concepts and guidelines for conducting war under the title The Art of War. This one book has become one of the single most quoted books of the past several decades. Its direct application to marketing and business makes it well worth reviewing as we consider what it takes to achieve and maintain a serious “Competitive Advantage” in the marketing arena today.
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