I propose to resurrect business strategy by returning to a form of conflict that is simpler in the abstract, war.6 Businesses will not be able to use the specific tactics, principles, or strategies of war since these are designed to destroy adversaries—morally and mentally if possible, physically if necessary—and not to attract customers. War strategies, however, rest on a deeper foundation of people working together under stress and uncertainty, and good ones shape the terms of the conflict to their liking before combat begins. Such an environment describes modern business, and strategies
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