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War is war—and very different from business. In war, your enemy is hidden on the other side of the hill and is waiting there to surprise and destroy you. Your enemy is an army or air force or navy, like you, and the match is like chess.
But in business, the enemy is more like the old comic-strip character Pogo once said: “We have met the enemy and he is us.” Toyota is not coming over the hill to destroy Volkswagen or Ford or Fiat; Toyota is coming over the hill to satisfy the needs of motorists around the world. Smashing Toyota with a head-on assault is impossible, because war takes place head-on while business takes place at a ninety-degree angle—one company or firm succeeds against another not by attacking that company but by satisfying its own clients’ needs.
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