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 the Purpose Of 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 second in a series of four posts on this topic.            

Q. What is the Aim or Purpose of Strategy?

A. To improve our ability to shape and adapt to unfolding circumstances, so that we (as individuals or as groups or as a culture or as a nation-state) can survive on our own terms.

INTERPRETATION. In stating the aim of strategy Boyd uses the word shape  to describe how we adapt to new circumstances on our own terms. Within the sales and marketing organization the direct application can be found in the desire to have control over price, product cycles, growth, profits etc. The word shape used in this context is proactive, meaning we undertake initiatives that put us into a position of control.

To shape these events to our advantage and the disadvantage of our competition we need to interact with other systems (because it is impossible to determine the character or nature of a system within itself). More importantly, the harder you try to determine the nature of a closed system from within that system, the more confusion, panic and disorder will result.

When you consider the knobs and dials used to control a typical marketing campaign they tend to be inwardly focused on quantified data, primarily budgetary in content, set against a historical context. There is no means for visualizing relative, qualitative maneuvers and there is no way of calibrating current maneuvers with future opportunities - all necessary to begin shaping an opportunity to your advantage and the disadvantage of your competition.

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

Return to The Commentaries Index