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B2B by Wilson Chew, Jacky Tai

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CHAPTER 08

Rule No. 1 – Perception Is Reality

 

 

 

 

 

 

THERE are a lot of similarities between business and war. In war, you have a battlefield. In business, the battlefield is known by companies as the marketplace. In war, you have enemies to fight. In business, the enemies are known as competitors. In war, you have a target to conquer. In business, the target is represented by the customers. In war, you have generals, lieutenants and soldiers. In business, you have CEOs, marketing directors and salespeople. In war, you have intelligence units. In business, you have market research teams. In war, you have battle plans. In business, you have marketing plans. In war, you have weapons – fighter jets, missiles, tanks, guns, bombs, battleships, ...

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