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

Key Concepts

• Conceptual Metaphor: Understanding one concept in terms of another.
• Business is War Metaphor: The dominant metaphor that frames business activities as battles, leading to specific behaviors and perceptions.
• Business is Dance Metaphor: An alternative metaphor that frames business as a collaborative, value-creating activity.
• Value Co-creation: Businesses and customers working together to create value.
• Zero-Sum Game: A situation where one party's gain is equivalent to another party's loss.

The Dominant Metaphor: Business is War

Prevalence and Examples

The speaker argues that the pervasive "business is war" metaphor shapes how we perceive and engage with business. This metaphor is deeply ingrained in our language and thinking.

• Visual Representation: Images associated with business, marketing, competition, and strategy often depict warfare.
• Common Business Terms: "Target market," "price wars," "brand wars," "trade wars," "guerilla marketing," "attacking the competition," "defending your brand's position," "capturing market share," and "stealing customers" all reflect this metaphor.

Historical Roots

The "business is war" metaphor gained prominence after World War II.

• Influence of Military Personnel: Soldiers entering MBA programs brought military strategy concepts into business.
• Key Texts: The Art of War by Sun Tzu and On War by Carl von Clausewitz became influential in business strategy.

Negative Consequences

Framing business as war can lead to unethical behavior and a focus on competition over customer value.

• Justification of Unethical Behavior: The "all is fair in love and war" mentality can justify corporate espionage or price gouging.
• Customers as Passive Resources: Customers are seen as targets to be won rather than partners to serve.
• Zero-Sum Mentality: Business is viewed as a win-lose situation, neglecting potential for mutual benefit.
• Consumer Discomfort: Consumers may feel targeted and manipulated by marketing tactics.

Examples of "Wars"

• Pepsi Challenge: A marketing campaign framed as a battle between Pepsi and Coca-Cola.
• Tech Wars: Competition between PC and Mac.
• Battle of the Brews: Dunkin' Donuts competing with Starbucks.

The Alternative Metaphor: Business is Dance

Shifting the Perspective

The speaker proposes "business is dance" as an alternative metaphor to reshape our understanding of business.

• Collaboration over Competition: Dance involves partners working together, not opponents battling each other.
• Value Creation: Dance is a creative activity that generates value through partnership.
• Active Participation: Customers are active participants in co-creating value, not passive targets.
• Choreographers vs. Generals: Managers become choreographers facilitating collaboration, not generals commanding troops.
• Selection vs. Targeting: Businesses select and choose partners (customers) rather than targeting them.

Implications of the New Metaphor

Adopting the "business is dance" metaphor could lead to significant changes in how businesses operate and interact with stakeholders.

• Increased Collaboration: More cooperation among firms, suppliers, and within industries.
• Emphasis on Value Co-creation: Greater focus on working with consumers and clients to create value.
• Broader Perspectives in Business Education: Business schools could foster a more socially conscious view of business.

Real-World Examples

• Federated Cooperatives Limited and Connectus Credit Union (Saskatchewan): Businesses that prioritize collaboration.
• Social Media Influencers: Collaborating to build their followings.

Conclusion

The speaker advocates for a shift in the dominant metaphor used to understand business, from "business is war" to "business is dance." This shift could foster a more collaborative, creative, and socially responsible approach to business, benefiting both businesses and consumers. By changing the language we use, we can change our understanding of business from something negative and destructive to something beautiful and creative.