Strategy moves

Four principles:

- nothing is written. One can be small and win; equally, one can be large and lose. It all depends on how well one applies the rules of war

- these strategic rules are timeless. Napoleon said, 'I fought forty battles and in the end I learned nothing I did not know before.' Success - both in business profitability and survival - depends on following the existing rules.

- because business is uncertain, just like war, luck plays a significant part. To paraphrase Churchill, 'One can never be sure of success, one can only deserve it'

- these rules are of utmost importance since in business there are no armistices - business is continuous and permanent. And in a war there are usually only two sides, in business there are many more. So business strategy, we argue, is more difficult than military strategy.

These four principles lead to a unique statement: follow the rules. Always. You may lose in the short term but you'll prevail in the long run. One may be defeated in battles but enjoy victory in the war. And you may run out of luck occasionally, but in the end you will overcome luck.

in Vasconcellos e Sá, Jorge (2005) Strategy moves. Prentice Hall