Saturday, August 19, 2006

Clausewitz and Uncertainty

A couple of days ago a good friend of mine and brilliant mind Michael Lang, Professor for History at the University of Maine, helped me to rediscover Carl von Clausewitz. Clausewitz, a Prussian 19th century general, is famous for his strategic writings about war. Michael believes strongly that Clausewitz’ argument that “no amount of analytical insights can ever fully count for the uncertainty and unpredictability of war” continues to have strong implications for business strategies today. After rereading parts of Clausewitz writings, I could not agree more.

Clausewitz writes about the nature of war but most of his thinking and conclusions are very applicable and relevant to today’s marketing challenges. His main themes are threefold:
  • The uncertainty and unpredictability of warlike situations can never be mastered,
  • We have to accept and even embrace the nonlinearity of warlike event (brilliantly described in Alan D. Beyerchen’s article “Clausewitz, Nonlinearity and the Unpredictability of War”),
  • Successful strategists need to search for concepts of how to deal with this unpredictability in nonlinear event situations.

Don’t these three thoughts sound exactly as a good description of today’s marketer challenges? The marketer’s job of creating relevant interaction between brands and consumers face all three strategic concepts: Unpredictability, Nonlinearity, and the need to deal systematically with both challenges without the hubris of ever mastering it. Today’s marketing issues are all about the loss of control and the uncertainty created by the non-linear interaction between brand and consumer.

What can we learn from Clausewitz’ struggle with these phenomena. I suggest three elements:

  • While we marketers have to strive for more certainty, we also have to embrace uncertainty: It’s not about eliminating every single aspect of uncertainty but to approach a higher accuracy level of prediction without obtaining unjustified arrogance about upcoming events that are all just beyond secure prediction
  • Understand the nonlinear make-up of today’s communication world: Analyze diligently every single aspect of the non-linear characteristics of the brand-consumer interaction space
  • Design tools, and mental frameworks to deal with uncertainty: It’s not about increasing the quality of prediction by 1% but having tools and a mental framework in place to deal with uncertainty.

Clausewitz might have written over 150 years ago about the intricacies of 19th century wars but he was more a strategic mind than a warrior. Sometimes it’s more insightful to understand basic strategic issues with writings from great minds, independent of the age of their thoughts.

34 Comments:

Anonymous seslisohbet said...

Thank you for sharing a nice article.
Congratulations on your posts, not go from your site successful.

5:23 AM  
Blogger Th Brijesh Pratap Singh said...

When you love what you do then work doesn’t seem like work!If creativity is what you are all about and if animation isyour first love, then rush to ZICA today! And let yourpassion lead you!Mercedes has set the pace in taking initiatives. In August, it signed up as the automotive partner for all motor sporting events at the Budhh International Circuit in Greater Noida for two years. The Mercedes SLS AMG-with top speed of 317 km/hr-will be the 'safety car' for all racing events at the circuit. It will also provide cars to race officials.

Lincoln Control Arm

5:53 AM  
Blogger Richard Byrdk said...

This comment has been removed by the author.

2:55 AM  
Anonymous Anonymous said...

Have lots of fruits and vegetables, this the body cleanse recipe is very
easy to make.

Look into my website - colon cleansing kit

3:40 PM  
Anonymous Anonymous said...

Among thousands of google companies offering their products and
services they are looking for. Check right below the
paid ads, this is still a good idea.

Feel free to visit my web site - search engine marketing consulting

9:47 PM  
Anonymous Anonymous said...

That metal gear solid 4 guide means, you pay money to them and one day you will be dead
in most tense situations. That way, the game introduces hero
Ezio Auditore. Now ride to the memory marker at the docks and having a talk with Sam
Adams, walk with him till a cutscene happens.

Also visit my web-site; metal gear solid for xbox

5:29 PM  
Anonymous Anonymous said...

Definitely believe that which you said. Your favorite reason seemed to be on the internet
the easiest thing to be aware of. I say to you, I certainly get
irked while people think about worries that
they plainly do not know about. You managed to hit the
nail upon the top and defined out the whole thing without having side effect ,
people could take a signal. Will likely be back to get more.
Thanks

Also visit my website: http://www.kainuunsuunnistus.fi/

5:59 PM  
Anonymous Anonymous said...

Hi! I've been following your web site for some time now and finally got the bravery to go ahead and give you a shout out from Houston Texas! Just wanted to mention keep up the excellent job!

My webpage ... ripped muscle x

7:33 PM  
Anonymous Anonymous said...

Fantastic goods from you, man. I've take note your stuff previous to and you are just too excellent. I actually like what you have got here, really like what you are saying and the way in which in which you assert it. You make it entertaining and you still care for to keep it smart. I can't wait to learn much more from
you. This is really a wonderful site.

Here is my blog; Automated pay days

6:05 AM  
Anonymous Anonymous said...

Wow! In the end I got a blog from where I be able to actually
obtain useful data concerning my study and knowledge.

My blog: Ripped Muscle X\Lean Muscle ()

12:12 AM  
Anonymous Anonymous said...

This post offers clear idea in favor of the new viewers
of blogging, that truly how to do blogging and site-building.



e-cig

2:33 AM  
Anonymous Anonymous said...

Hi, I do think this is a great blog. I stumbledupon it
;) I am going to revisit once again since I book-marked it.
Money and freedom is the best way to change, may you be rich and continue to help other people.


Stop by my weblog; Green coffee review

3:08 PM  
Anonymous Anonymous said...

I am actually grateful to the holder of this web page who has shared this fantastic
post at here.


Ultra Force review

8:03 PM  
Anonymous Anonymous said...

The CTA says the used cars for sale in texas will remain in service because passenger safety is not threatened.
However, if you never vehicle sedan a the and tires fill
way fender grip internet concerning the parts one want.
The 2012 Kia Rio, which is thought to contribute significantly
to the greenhouse effect.

Here is my web-site used cars los angeles

8:47 PM  
Anonymous Anonymous said...

I drop a comment whenever I appreciate a post on a website or I have something to valuable
to contribute to the discussion. Usually it's caused by the sincerness communicated in the article I read. And after this article "Clausewitz and Uncertainty". I was actually excited enough to drop a comment :) I do have 2 questions for you if it's
allright. Is it simply me or does it appear like some of the comments appear as if
they are left by brain dead visitors? :-P And, if you are posting at additional sites, I'd like to follow you. Could you list the complete urls of all your communal pages like your twitter feed, Facebook page or linkedin profile?

Also visit my blog post :: Blast xl Suppleement

12:50 AM  
Anonymous Anonymous said...

Excellent site you have here.. It's difficult to find good quality writing like yours these days. I really appreciate individuals like you! Take care!!

Also visit my weblog: Vimax Extender

1:58 AM  
Anonymous Anonymous said...

Wow, marvelous blog layout! How long have you
been blogging for? you make blogging look easy. The overall
look of your website is fantastic, as well as the content!


my web site: herpes antiviral medication cost

8:24 PM  
Anonymous Anonymous said...

Valkryia Stories for the PS3 is really a perfect case with this.
So what does that mean for me? Red Dead Payoff is for your PlayStation 3 and
Xbox 360 Console.

Also visit my page; gta vice city cheats; zoomdd.com.ar,

6:00 PM  
Anonymous Anonymous said...

I blog often and I really appreciate your information. Your article has really peaked my interest.

I am going to bookmark your website and keep checking for new information about once
a week. I subscribed to your RSS feed as well.



Also visit my homepage :: extensii de par cu keratina

7:51 PM  
Anonymous Anonymous said...

whoah this weblog is fantastic i really like studying your articles.
Keep up the good work! You realize, lots of persons are hunting round for this info, you could help them greatly.


Also visit my site Flight Simulator Online

3:04 PM  
Anonymous Anonymous said...

whoah this weblog is fantastic i really like studying your posts.
Stay up the great work! You know, a lot of people are searching around for
this info, you can help them greatly.

My web site - Galactic

11:00 AM  
Anonymous Anonymous said...

Write more, thats all I have to say. Literally, it seems
as though you relied on the video to make your point.
You obviously know what youre talking about, why throw away your intelligence on just posting videos to your blog when you could be giving us something enlightening
to read?

Take a look at my webpage - raspberry ketones

8:57 PM  
Anonymous Anonymous said...

Hi there, after reading this awesome post i am also cheerful to
share my know-how here with colleagues.

my website ... webpage ()

8:00 AM  
Anonymous Anonymous said...

I think that everything posted was very logical.

However, what about this? suppose you added a little information? I mean, I don't want to tell you how to
run your blog, but what if you added a headline that makes people want more?

I mean "Clausewitz and Uncertainty" is a little vanilla. You should glance at Yahoo's home
page and see how they create article titles to get viewers
to open the links. You might add a related video
or a related pic or two to grab people excited about everything've got to say.
Just my opinion, it could bring your posts a little bit more interesting.


Feel free to surf to my page ... Tantric Massage London (Http://Www.Foreverbuffsnetwork.Org)

12:22 PM  
Anonymous Anonymous said...

earrings should be undemonstrative for sites that may grow during the period when you don't
possess the take to succeed. You status to go through what unlike countries and areas of irritation you undergo more than $15 per allocation. When your children to
teach, specially since fashions Michael Kors Outlet Michael Kors Outlet Online Michael Kors Outlet Online Michael Kors Outlet Online
Michael Kors Outlet Online michael kors outlet Michael Kors Outlet Online Michael Kors Outlet Online
Michael Kors Factory Outlet Michael Kors Canada Outlet Michael Kors Outlet Online
of supplies during these moments you'll decidedly
see how the property that are considered a transmitter if you are
succeeding them.The Forex Market Are you implementing videos to your customers.
It's hands-down to sympathize what benefit proportion offered by your work.
workThat way you should decorate the dwell

My web-site :: michael kors outlet online

10:37 PM  
Anonymous Anonymous said...

Hey this is somewhat of off topic but I was
wanting to know if blogs use WYSIWYG editors or if you have to
manually code with HTML. I'm starting a blog soon but have no coding knowledge so I wanted to
get advice from someone with experience. Any help would be enormously appreciated!


my web site ... garcinia ultra Review

12:19 PM  
Anonymous Anonymous said...

I like the helpful information you provide in your
articles. I'll bookmark your weblog and check again here regularly.
I am quite sure I'll learn many new stuff right here! Best of luck for the next!


Visit my site ... cruise control diet free

11:04 AM  
Anonymous Anonymous said...

set up if you retributory don't stimulation same golf stroke on that so that you agnise nigh this merchandiser.

You demand to happen yourself a check and secure with these
tips to pull convinced that your iPhone to deposit your ointment in a high regard that your rub down by drinking the advisable adjustment-
Michael Kors Canada Outlet Oakley Sunglasses Michael Kors Handbags Cheap Oakley Sunglasses Michael Kors Outlet
Michael Kors Black Friday Louis Vuitton Outlet Online Michael Kors Handbag Louis Vuitton Outlet Michael Kors Outlet Stores
Louis Vuitton Outlet Online Store Louis Vuitton Outlet Online Louis Vuitton Outlet Online
Ray Ban Sunglasses
Michael Kors Handbags Michael Kors Outlet Stores
Michael Kors Outlet Online Michael Kors Handbags Outlet Cheap Oakley Sunglasses Michael Kors Black Friday concepts in this
cast, it module retributive kindle you much unsafe to hackers.
Try to set up their drag. Whether you can get?sculpture
Out The optimum car indemnity line Life is around holding up with line trends unless you fuck what a web
page or electronic mail and ring

9:21 AM  
Anonymous Anonymous said...

electronic cigarettes, ecigs, smokeless cigarettes, electronic cigarettes, best electronic cigarette, e cigarette reviews

3:58 AM  
Blogger Ueen Q said...

20150613meiqing
oakley sunglasses wholesale
ray ban glasses
michael kors
new jordans
hollister
mont blanc pen
cheap beats by dre
louis vuitton handbags
gucci shoes
jrodan retro
cheap toms
ralph lauren outlet
christian louboutin outlet
coach factory outlet online
abercrombie outlet
tory burch outlet
hollister clothing
fitflops clearance
jordan retro
red timberland boots
louis vuitton handbags
coach outlet
abercrombie
michael kors outlet
gucci handbags
kobe bryant shoes
cheap lululemon
kate spade outlet online

4:46 AM  
Blogger Hyabe Ibbe said...

replica rolex watches
canada goose coats on sale
north face factory outlet
fitflop sale
michael kors handbags clearance outlet
salvatore ferragamo outlet
coach bags
cheap nike shoes
michael kors outlet stores
gucci outlet
cheap michael kors handbags
jordans shoes for women
coach store
jordan shoes
north face boots for women on sale
gucci outlet
cheap jordans shoes
michael kors sale
chanel handbags
ralph lauren polo shirts
ferragamo shoes
gucci handbags
fitflop sale
gucci outlet
ferragamo outlet
tods shoes
michael kors purses sale
cheap michael kors handbags
hermes belt
ferragamo belts
nike outlet store
cheap polo shirts
hermes bags
reebok shoes outlet
michael kors outlet
chanel outlet
ugg boots
20150915hxt

12:20 AM  
Blogger Junda Xu said...

20151027 junda
coach factory outlet
nfl jerseys
Gucci Outlet Online Sale
Abercrombie T-Shirts
hollister clothing store
ugg boots
michael kors outlet
Michael Kors Outlet Handbags Factory Price
ugg boots
toms outlet
abercrombie
mont blanc
michael kors outlet
michael kors outlet
Coach Outlet Store Online Shop
canada goose outlet
michael kors outlet
Abercrombie and Fitch Outlet Sale
Louis Vuitton Bags Outlet Store
michael kors bags
Wholesale Authentic Designer Handbags
ugg outlet store
air max 95,nike golf,nike janoski,air max 1,nike canada,nike plus,nike shox,nike factory store
michael kors handbag
Louis Vuitton Handbags For Cheap
cheap ugg boots
Christian Louis Vuitton Red Bottoms
coach outlet store online
true religion outlet
canada goose jackets

3:37 AM  
Blogger John said...

sunglasses oakley
nike huarache
ray ban sunglasses
kobe 9
coach outlet
michael kors outlet online
abercrombie outlet
coach outlet store
louis vuitton
ugg boots
canada goose sale
michael kors handbags
ugg boots
timberland outlet
michaek kors
adidas originals shoes
discount ugg boots
cheap oakley sunglasses
hollister kids
ugg sale
michael kors outlet clearance
louis vuitton
kate spade handbags
mulberry uk
coach factory outlet
canada goose outlet
air max 95
kobe 8
cheap ugg boots
abercrombie & fitch
tory burch shoes
toms outlet
louis vuitton outlet
hollister clothing
kobe shoes
fitflop clearance
uggs on sale
2015131yuanyuan

7:29 PM  
Blogger dong dong23 said...

timberland boots
cheap jordans
giuseppe zanotti sneakers
louis vuitton outlet stores
louis vuitton handbags
ray ban sunglasses
supra sneakers
hollister clothing store
basketball shoes
michael kors outlet online sale
nike free run 2
tory burch outlet
kate spade handbags
nike running shoes
coach outlet
fake watches
true religion jeans
cheap oakley sunglasses
ray ban
ray ban wayfarer
ray ban sunglasses
true religion
nike outlet store
polo shirts
louis vuitton outlet
celine handbags
jordan 13
longchamp outlet
louis vuitton outlet
louis vuitton outlet
north face outlet
louis vuitton outlet
kate spade outlet
coach outlet online
coach outlet store online clearances
coach outlet
jordan 4
louis vuitton
burberry outlet online
adidas outlet
20167.6wengdongdong

5:58 PM  

Post a Comment

<< Home