KNOW THY CUSTOMER!!!!!
Capture Your Market Without Destroying It
Generally in war, the best policy is to take a state intact; to ruin it is inferior to this….For to win one hundred victories in one hundred battles is not the acme of skill. To subdue the enemy without fighting is the acme of skill.
–Sun Tzu
Sun Tzu calls this the need to “win-all-without-fighting”. Since the goal of your business is to survive and prosper, you must capture your market. However, you must do so in such a way that your market is not destroyed in the process. A company can do this in several ways, such as attacking parts of the market that are under-served or by using subtle, indirect, and low-key approach that will not draw a competitor’s attention or response. What should be avoided at all costs is a price-war. Research has shown that price attacks draw the quickest and most aggressive responses from competitors, as well as leaving the market drained of profits. —Based on Mark McNeilly’s book Sun Tzu and the Art of Business
Every business small or large needs to have a complete understanding of it’s customer. In the turbulent and ever changing business arena the companies that have a firm grasp of the consumer land scape will be able to react before the trend or be the inventor of it. Avant Portfolio is positioned to be your view into the future demands of the customer.