Unconventional B2B Strategy #17
1775. Boston lay in the grip of the world’s mightiest empire.
British authority seemed absolute. Most colonists still proudly called themselves British subjects. Revolution? Unthinkable.
But Samuel Adams saw something others missed.
Though well-connected in Boston politics, Adams had failed at business and journalism. Yet these failures taught him the empire’s true weakness: it wasn’t military might but public perception. Change how colonists viewed British authority, and everything would crumble.
When Parliament passed the Stamp Act—a small tax on paper goods—Adams orchestrated a masterpiece of asymmetric warfare.
While royal officials focused on street protests, Adams methodically:
>>> Organized merchants into powerful boycott networks
>>> Planted inflammatory stories in colonial newspapers
>>> Coordinated simultaneous protests in multiple cities
>>> Fed reports of colonial unrest to London papers
>>> Planted inflammatory stories in colonial newspapers
>>> Coordinated simultaneous protests in multiple cities
>>> Fed reports of colonial unrest to London papers
Britain’s knee-jerk responses backfired. Crackdown on protests? Merchant boycotts spread. Punish the merchants? More colonies joined the resistance. Send troops? Loyal British subjects changed sides.
By March 1766, Parliament repealed the Stamp Act.
But the damage was done.
The little sparks from Adams’
seemingly scattered efforts
triggered an inferno that became the American Revolution.
seemingly scattered efforts
triggered an inferno that became the American Revolution.
Robert Greene’s 17th Strategy of War says:
❝
No organization can effectively defend against simultaneous attacks from multiple directions. Force your enemy to split their attention and resources.Robert Greene
Adapt a “split attention” strategy to the #b2b battlefield
This strategy is most useful when you’ve submitted a bid on a project and cannot see your competitor’s bid. Only move is to split their attention.
TACTICS TO DISRUPT COMPETITORS
1) Screenshot your competitor’s worst reviews/press, and email it to the COMPETITOR. If you really want to mess with them, photoshop some really bad fake reviews.
Don’t fight fair.
Don’t fight fair.
2) Email the PROSPECT and bcc your COMPETITOR:
“I know we already included testimonials and review highlights in our proposal. For the sake of transparency, we are willing to include all reviews to give you a less biased view of my team.”
“I know we already included testimonials and review highlights in our proposal. For the sake of transparency, we are willing to include all reviews to give you a less biased view of my team.”
3) Call all of your COMPETITOR’S clients
as quickly as you can.
“I heard you might be leaving. I’d love a chance to earn your business.”
as quickly as you can.
“I heard you might be leaving. I’d love a chance to earn your business.”
4) Deliver a giant
“concession” bouquet of flowers to your COMPETITOR, congratulating them on the win.
“concession” bouquet of flowers to your COMPETITOR, congratulating them on the win.
5) Syndicate a press release announcing a new service line. Include a CEO quote in the press release:
“ has been undeserving this industry for too long. So, I’ve decided to double down on this category. Lots more to come, folks.”
“ has been undeserving this industry for too long. So, I’ve decided to double down on this category. Lots more to come, folks.”
With some luck, your competitor will over-correct in the chaos, spotlighting their weakness and making you look stronger by default. You win. They lose.
