Unconventional B2B Strategy #16
216 BC. Rome was bleeding. North African general Hannibal Barca just obliterated 50,000 Roman soldiers at Cannae—the worst defeat in Roman history.
For 15 long years, Hannibal could not be stopped.
From marching war elephants through the Alps to weaponizing gossip (and cows), Hannibal is still considered one of recorded history’s Top 10 military minds.
So Rome sent a 20-something Scipio – an untested ‘Gen Z’ commander – to fix it
And Scipio did just that.
Instead of brainstorming ways to defeat Hannibal in a dramatic battle, Scipio focused on the essentials—like analyzing the enemy’s supply chain and psychological tendencies.
Hannibal’s war machine depended on supplies and revenue from one hub – his North African capital, Carthage.
But after 15 years of kicking ass, Hannibal got overconfident, leaving only 1,000 troops at home.
Scipio timed his attack with an unexpected low tide, exposing a hidden path beneath the “impregnable” walls. In a single day, Rome captured the city.
Hannibal scrambled to Rome to protect his capital, but the damage was done.
Though Hannibal still possessed the stronger army, Scipio’s strategy of starving Carthage weakened his enemy just enough. Within a few years, Carthage surrendered.
The war was over.
“Boring” obsessions ended an intercontinental war.
Robert Greene’s 16th Strategy of War says:
❝
Don’t be distracted by your enemy’s strength. Look at what holds them up—that’s where you strike.”Robert Greene
Apply this to the B2B battlefield
Burn your competitors’ oxygen!
NERD OUT
Unearth your competitor’s source of oxygen – this could range from revenue (major clients), operations (vendor relationships), or reputation (review sites where they rank highest). Be boring.
SOFTEN THE EARTH
Slowly burn your competitor’s oxygen. Woo competitor accounts, outrank on review sites, and seed gossip with vendors. Be methodical.
⚔️ ATTACK
With your competitor oxygen-starved, steal clients, become their supplier’s top priority, and bury them on review sites.
