دانلود کتاب درون ذهنیت رقیب – چگونه حرکت بعدی آنها را پیش بینی کنید و خود را برای موفقیت تعیین کنید

When I began helping companies design, build, and run war games— simulations to determine the best strategic course of action to take vis-à-vis their competitors—I was quickly surprised by the clients’ frequent response. Many claimed we could not use war gaming exercises or that we couldn’t role-play certain competitors in the workshop because those competitors were irrational. At first, I thought it was a throwaway line or a reference to the burgeoning field of behavioral economics, which highlights the foibles affecting human beings’ ability to make the “correct” decision. But as more clients kept using this particular word—irrational—I realized they were not referencing behavioral economists’ theories nor were they trivially dismissing their competitors. They truly believed the competition were irrational; they could not wrap their minds around why competitors behaved the way they did. Often, the statement would be followed by “Don’t they understand that’s not good for the industry?” or “We would never do that.” What was curious to me was that the companies I helped were large, sophisticated players. How was it that the companies that rose to be significant competitors to those I was helping were able to do so while acting irrationally? I even heard partners at my old firm refer to their clients’ competitors as irrational—even though there probably were other partners in our firm serving those exact competitors and likely sitting around with their teams calling the first client “irrational”! What was more curious to me was that I only needed to ask a few simple questions, such as “are those choices helping them to grow?” or “how does that decision compare with what you’ve done in the past?” for them to explain why the moves made sense. Answers would be as simple as “yes, they’re growing by stealing share from us.” The client’s past moves were always justified, sometimes because it would generate a competitive advantage: “it was good for us when we did it but no one else should.”