"Strategy as warfare" is a common metaphor but it can lead business owners and managers in the wrong direction.
In warfare, your aim is to beat the competitor.
History shows that there is a "we will do whatever it takes" attitudes which leads to horrendous losses of life on both sides.
In competitive business strategy, your primary aim is to avoid competitors. You want to be so differentiated that customers see you as operating in your own unique niche. Only if that isn't possible or practical do you want to beat the competition.
This alternative view sees strategy as customer focused rather than competitor focused.
I write about this more on my specialist competitive strategy blog, www.DifferentiateYourBusiness.co.uk
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