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Misplaced marketing: the business wisdom of "side body"
When you find yourself evenly matched with an opponent or have to deal with multiple competitors at once, a smart approach is to "step aside slightly" — not in defeat, but in strategy. This means using a form of misaligned thinking, adopting what can be called "misplaced marketing." By avoiding direct confrontation and creating space, you demonstrate a deeper understanding of marketing wisdom.
Take the metaphor of the narrow wooden bridge: two people meet on a narrow path, both wanting to cross. Neither wants to step back, fearing it would mean losing time or opportunity. In such a situation, there are several possible responses. One is to push forward, risking a fall into the water. Another is to retreat, which might allow the other to pass first, but leaves the retreating person feeling like a "loser." A more effective solution is to shift sideways — just half your body — allowing both to pass without conflict. This small adjustment saves time and avoids embarrassment, reflecting a clever and practical mindset.
This kind of "side-step" thinking isn’t just about physical movement; it’s a strategic move that applies to business and life. It's about finding alternative paths when direct competition is too costly. In marketing, this could translate to differentiation or dislocation strategies, but the concept of "side-stepping" is more dynamic and proactive. It’s about adjusting tactics in real-time rather than sticking to a fixed position.
In the business world, companies often face tough rivals. While some may choose to compete head-on, others take a smarter route — stepping aside to create space for growth. For example, Maotai, the legendary Chinese liquor brand, chose not to match Wuliangye in volume but instead focused on quality, positioning itself as the "national wine." While Wuliangye expanded rapidly, Maotai remained steadfast in its pursuit of premium status. Over time, this strategy helped Maotai regain its dominance in the market, proving that sometimes, stepping back can lead to greater success.
The wisdom of the "side-body" approach lies in its ability to open up new opportunities. It’s not about giving up, but about making smart choices that lead to long-term gains. Whether in personal relationships, business decisions, or market competition, the ability to think differently and act strategically is key to success.
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