Annihilate Competitors When You Can

In the war of marketing, you should not be content with a simple victory. Whenever the rules and the market situation allow you to annihilate a competitor, the laws of business survival dictate that you do so.

The Rationale:

• Competitors Rise Again: A competitor that is merely defeated but not eliminated can rise again. If they can create their own crusade, they will come back to fight you another day.
• Turn a Victory into a Rout: When you have a winning product and momentum is on your side, it is a strategic opportunity that should not be missed. This is the time to press your advantage and pile up the score.
• Demoralize the Competition: The goal is not just to win market share, but to demoralize competitors so that they give up and exit the market.

This is not a "nice" aspect of business, but it is the sum and substance of a crusader's approach to marketing. It is about winning decisively to secure a long-term, defensible position.