Blitzkrieg, Schwerpunkt and Other Prussian Fancies
Back from the holidays!!
How about you? Have a good break? I have missed having my cups of coffee, and I am resolving not to go so long as I have recently without meeting and conversing with new and interesting people. I am also looking for volunteers for cups – whether virtual or in person. Sign up simply by commenting, and I will get back to you and we’ll set something up.
Just before the holidays, I had a very interesting conversation with a member of the Board of Directors of Op-Con Technologies, a California-based company specializing in knowledge retrieval and codification [www.opcontech.com], and as is always the case, the discussion wandered through any number of different topics, each spurring ideas that led into others. We spent some time talking about Blitzkrieg and Schwerpunkt in great detail. Now, what, you may ask, do these concepts have to do with business?
Blitzkrieg [literally, lightning war] is probably more familiar to most of you, as it was used to describe the German model of warfare at the onset of World War II, when Poland was invaded in September 1939. The concept, new to warfare, especially compared to the previous World War’s trench warfare, involved rapid mobility and high degrees of maneuver. These tactics allowed armies to succeed through surprise and opportunism in ways that military leadership had not thoroughly considered. Using tanks and mobile forces, territories and entire cities were captured, often before opposing headquarters even knew they were under attack.
Business today requires a blitzkrieg mentality. No longer can a company afford to “dig in” and fight the “trench warfare” of the past. Mobility and responsiveness are the hallmarks of successful business today. Opportunism abounds, and “time to market” is the Holy Grail. In this environment, knowledge becomes the most important commodity. Knowledge of the customer, knowledge of your competitor, knowledge of the marketplace. Bad product reviews are no longer buried in some back office at Customer Service – they are now around the world in a matter of minutes through Twitter, Facebook and a myriad other channels.
But where should I blitz my krieg? I can’t be blitzing everywhere or my krieg won’t work. This is where Schwerpunkt comes in. Literally, this term means “difficult point”, but it is most thoroughly captured in the title of Malcolm Gladwell’s excellent book, “The Tipping Point”. Schwerpunkt is that critical point to which your krieg must be blitzed. [OK, I'll stop.]
Identifying the correct Schwerpunkt is no easy chore, and it requires diligence and insight. It also requires extension and risk. Generally, a Schwerpunkt is schwer out of surprise, out of unexpectedness, out of non-conformity. Attacking where an enemy expects you to attack will be met with stiff resistance; attacking where they least expect it is part of Schwerpunkt. However, territory that is not worth defending is often not worth taking.
Joe had a million other stories about Prussians. You’d expect that from a West Point graduate, retired Army Colonel. But the lessons he learned in the military, from the Prussians, aren’t just for armies, and aren’t just for warfare. As the second decade of the Third Millennium begins, ask yourself, is my Blitzkrieg aimed at a Schwerpunkt or not?
Again, this is where knowledge systems come in. Do your knowledge systems give you enough information to know what territory is worth taking, and what territory is stiffly defended? Can you aim your blitz effectively?
As for Joe, I like how this guy thinks…
A serious military historian will tell you that Blitzkrieg was a triumph of branding. The French had decided not to fight before it even got going. A rumour could set French armies running. Monty decided not to be impressed and fought his division to the beaches and complete withdrawal. Ironically, concentration and momentum became his method.