vSente is a marketing consultancy. We help challenger enterprises wage and win battles for market shares.

Disciplines - Advertising | Marketing | Sales
Competency - Challenge | Defend
Deliverable - Profitable Market Share
Audience - CEO's | Marketing | Sales
Scale - Small | Medium-sized Enterprise
Services - Campaigns | Workshops
Location - San Francisco | London


Join vSente's Campaigner list and get a free download of vSente's Campaign Planner.

This is the generic version of the planner we use for our workshops and campaigns. The planner is in Excel format and includes the campaign worksheet and one-page plan of campaign. Enter your name and email address to join and receive your planner.
If you're responsible for sales or marketing in a small or medium-sized enterprise, then I'd like to invite you to join vSente's Campaigner list. This list is composed of marketers interested in learning more about accountable and effective marketing campaigning techniques.

Weekly we send via plain text email a short description of a competitive marketing tool or technique along with a link to a resource you can download and use. These resources come from vSente's Armory and consist of wizards, manuals, white papers, planners all focused on helping marketing managers battle larger competitors.

The content and resources are free to members of the campaigner list. But should you find yourself engaged in a tough battle for market share against a larger competitor then you will likely gain value from paying for a monthly subscription to vSente's Armory, booking our two-day workshop or engaging us to help with your campaign.

This community is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the list for you. On the other hand if you're interested in exploring the underlying dynamics of competitive advantage, then the topics discussed on this list will be of help.

Submit your name and email address above and the link for the planner will be sent immediately to the email address you used to sign up. Then look for a plain text email from vSente weekly.

What Is Strategy? Applying Boyd's O-O-D-A Loop To Marketing Strategy

In his paper titled "The Strategic Game of ? and ?" John Boyd posed a series of questions and answers regarding the O-O-D-A Loop and strategy. I have used Boyd s Q&A exchange in order to translate his theories directly to marketing campaigning. Each exchange consists of a question, an answer and an interpretation of the answer to marketing campaigning. This is the first of a series of four posts on this topic.         

Q. What is Strategy?

A. A mental tapestry of changing intentions for harmonizing and focusing our efforts as a basis for realizing some aim or purpose in an unfolding and often unforeseen world of many bewildering events and many contending interests.

INTERPRETATION. The ability to assimilate intelligence into actionable strategy is the single greatest weakness in contemporary marketing organizations. Should you ask most sales, marketing or agency managers - What is strategy? - you ll likely get a confusing array of definitions and explanations focused on the importance of strategy - and the function of strategy... but little or no meaning of what strategy really is, or how you use strategy to accomplish an objective. The operative words in Boyd s definition of strategy are a "mental tapestry of changing intentions". Most enterprises continue to reward their employees on the basis of stability and predictability - the antithesis of changing intentions . Sales and marketing organizations need to develop the competencies and the instincts to exploit change. They need to destroy rigid infrastructure and convert deeply grooved relationships into fluid formations.

Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competitors.

Return to The Commentaries Index