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Sales Warrior Lesson 31: The Real SituationEvery alternative on this mental map is based upon both solid information and vague general impressions. In classical strategy, strategic positions have both an objective and a subjective half. These two halves of a position are called "complementary opposites" and create the need for each other. (NOTE: Complementary opposites are an important and unique concept in classical strategy. You will learn more about this idea and how to use it in coming lessons. For now, we should note that the dichotomies of ground/climate and leader/methods are also complementary opposites. Together the ground and climate create the competitive environment, and the leader and methods create a competitive unit in that environment.) The difference between objective and subjective positions is important in
doing classical analysis. For example, a set price may be objectively the same
for different customers, but their subjectively judgments about it can be very
different. Of course, the same price can seem expensive to one person and
reasonable to another. But, strangely enough, the same price can have different
meanings to the same person depending on how these comparisons are presented.
For example, if an overly expensive item is presented first, a price may seem
reasonable by comparison when it is presented afterward. Alternatively, if an
obviously poor quality less-expensive item is presented first, a higher price
for a high-quality item will seem worth the investment.
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Copyright 2005-2008 Science of Strategy Institute, Clearbridge Publishing, and Gary Gagliardi |
