Is "The Art of War" good business? | Marjorie Delbaere | TEDxUniversityofSaskatchewan

Summary

In this thought-provoking talk, a marketing professor challenges the conventional 'business is war' metaphor, arguing it promotes unethical behavior and fosters an adversarial view of business. Drawing on the power of metaphors, the speaker proposes an alternative perspective: viewing business as a creative and collaborative 'dance.' This shift would prioritize cooperation, value creation, and positive relationships with customers. By abandoning aggressive competition in favor of partnership, businesses could contribute more meaningfully to society, fostering sustainability and social responsibility. The speaker envisions a future where business is seen as an art of collaboration rather than a battle for dominance.

Takeaways

• 😀 Metaphors significantly shape how we understand and approach business, influencing our behaviors and attitudes.
• 😀 The metaphor 'business is war' leads to a competitive, aggressive mindset, often resulting in unethical practices and treating customers as targets.
• 😀 War metaphors in business, such as 'brand wars' or 'guerilla marketing,' reflect a zero-sum view where businesses battle for dominance.
• 😀 The use of military strategy in business emerged post-WWII, as many business leaders had military backgrounds and applied those concepts to market competition.
• 😀 Viewing business through a war lens justifies actions like corporate espionage or price gouging, as companies feel they're in an 'us vs. them' situation.
• 😀 The core of modern business should focus on creating, delivering, and exchanging value, not just defeating competitors.
• 😀 The speaker suggests replacing the 'business is war' metaphor with 'business is dance' to promote collaboration, creativity, and partnerships.
• 😀 In a dance metaphor, businesses would work with customers as partners, focusing on co-creating value rather than viewing them as passive targets.
• 😀 Dance promotes a relationship-based approach, where both parties contribute to a shared experience, unlike war, which is about winning and losing.
• 😀 This shift from war to dance in business could foster collaboration, sustainability, and ethical practices, leading to more positive outcomes for all parties involved.
• 😀 Examples of successful businesses like Federated Cooperatives and Connectus Credit Union emphasize collaboration over competition, showing the potential of a dance-like business approach.

Q & A

What is the central idea presented in the speaker's talk?

The central idea is that the metaphor of 'business as war' has dominated business practices and mindsets for a long time. The speaker suggests shifting this metaphor to 'business as dance,' where collaboration, co-creation, and value generation take precedence over competition and conflict.

Why does the speaker believe marketing is often met with skepticism?

The speaker believes marketing is often met with skepticism because of the language of warfare used in business. This 'warfare language' influences how people perceive and experience business, making it seem adversarial rather than cooperative.

What are metaphors, and why are they important in the context of the talk?

Metaphors are figures of speech that compare two things in a symbolic way. In the context of the talk, metaphors are important because they shape how we understand and experience abstract concepts, such as business, by associating them with more concrete ideas like war or dance.

How does the metaphor of 'business is war' influence business practices?

The 'business is war' metaphor promotes a competitive, zero-sum mentality, where companies view customers as resources to be won and competitors as enemies to defeat. This mindset can justify unethical practices like corporate espionage or price gouging.

What are some common phrases that reflect the 'business is war' metaphor?

Common phrases include 'price wars,' 'brand wars,' 'guerilla marketing,' 'executing strategy,' 'attacking the competition,' 'defending your brand's position,' and 'stealing customers.' These all evoke images of battle and conflict.

What impact did WWII have on the adoption of the 'business is war' metaphor?

After WWII, many business professionals who had been soldiers brought military strategies into business. This helped cement the 'business is war' mindset, with business strategies influenced by texts like 'The Art of War' and 'On War,' focusing on competition and market domination.

What is the main critique of the 'business is war' metaphor?

The main critique is that it encourages unethical behavior, dehumanizes customers, and promotes a view of business as a battleground with winners and losers, rather than a collaborative process aimed at creating value for all parties.

How does the speaker suggest business should be viewed instead of as war?

The speaker suggests that business should be viewed as a 'dance,' where companies and customers collaborate to co-create value. In this metaphor, there are no winners or losers, and the focus is on mutual benefit and creativity.

What are the benefits of shifting from a 'war' mindset to a 'dance' mindset in business?

Shifting to a 'dance' mindset fosters collaboration, enhances value creation, and promotes ethical behavior. It allows businesses to focus on partnerships, co-creation with customers, and social impact, rather than solely competing to defeat others.

Can you provide examples of businesses that embrace a more collaborative, non-competitive approach?

Yes, examples include Federated Cooperatives Limited and Connectus Credit Union in Saskatchewan. These organizations prioritize collaboration over competition. Additionally, social media influencers often collaborate to build their followings, demonstrating the power of collective effort in business.