When stationed with the Marine Corps, I learned a concept called maneuver warfare. Attrition warfare was the primary philosophy until World War I. Today speed and agility, also called shock and awe, dominates warfighting. Typically thought of spatially, Marines broaden it to include psychological, technological, temporal, as well as spatial issues. As the wars wind down I've been thinking about how to apply this doctrine to entrepreneurship.
While I don't equate business to war, the usefulness of maneuver warfare translated into entrepreneurship can ignite your life. Here’s how:
- Spatial Maneuver: Merely because another company is larger and better capitalized doesn't mean you can't enter the market. Its size can be its biggest weakness if it prevents innovation and agility in the marketplace. Maneuvering spatially means more quickly taking advantage of opportunities than larger, better funded competitors.
- Psychological Maneuver: The psychological enemy you face as an entrepreneur ranges from negative self-talk and opposition from family and friends to the lack of knowledge you need to pursue your idea. Tackling this enemy requires forethought as to how you'll respond. For example, when someone, including yourself, puts down your concept or your potential to succeed will you simply ignore it? Can you continue to do so over time? You'll do better if you analyze the defeatist arguments and have ready answer showing them to be wrong.
- Technological Maneuver: Technology is amazing. But note that this can mean it is amazingly good AND amazingly bad. Its value lies in how well it helps you get your business underway and makes it run better. Technology purely for its own sake will hold back your progress. Maneuvering through the technological morass should lead you to solutions that help you serve your customers and make you a nimbler competitor.
- Temporal Maneuver: In war, by creating a faster operating tempo than the enemy, Marines seek to disrupt their enemy’s ability to react. With entrepreneurship, the temporal enemies are the desire for perfecting your product or service, fear of failure, or other issues that cause you to delay launching. By setting hard and fast goals for completing each task of your start-up plan and sticking to them, establishing a battle rhythm, you gain the inertia you need to break through the temporal barrier.
Marines constantly train by planning and practicing how to use maneuver to make them the most effective warfighters in the world. Success means shattering the enemy’s cohesion so badly it can't function.
The enemies of your success wage a war of attrition. Everyday they seek to dissuade you from changing your mindset and engaging in tasks that will improve your life. Undoubtedly your definition of success differs from the Marine Corps'. But making maneuver a key aspect of your plan will help you more quickly defeat the negative attitudes and lethargy holding you back.
Which type of maneuver will help you most toward your goals?
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