Finding Open Territory: Reversing the Rules

In our training programs, we show people how to develop a simple competitive map of their industry using a tool that we call the Strategy Analysis Matrix. This matrix condenses the five competitive dimensions of Sun Tzu's Warrior's Rules into a two-dimensional representation. The purpose of this tool is to identify the market openings that represent opportunity. One of the companies we use to illustrate the use of this map is Apple. Apple is particularly good at finding the open spaces in the market that others are missing. From the business media, we constantly hear about "the rules" for success, but as this article about Apple explains, reversing the "rules" is an important element of successful Sun Tzu's strategy.