Positioning: The Mind of a Leader 2 (Enhanced DVD)
In chapter 10 of the Art of War, Sun Tzu defines six types of ground terrain: (1 accessible; (2 entangling; 3) temporizing; (4 tight passages; (5 steep heights; (6 positions located far from the enemy. There are different ways to successfully fight from each of these positions, which Tzu goes on to explain. The six positions are connected with Earth, which military leaders must study in order to succeed in battle. This observations coincides with product placements and marketing positions, as is the need for careful study to ensure the best strategic placement success. This program discusses product positioning and ways to attract customers by discovering, and then using, the right mix of quality, branding, location and price. Jan Carlzon (former CEO of SAS, who explains why a company lost its huge Chinese customer base); Bengt Baron (president and CEO, Cloetta), Philip Kotler (marketing author, consultant and professor); Stan Shih (founder, president and chairman, Acer Inc.); Steven Hilton (president and CEO, Hilton Foundation); Philippe Starck (interior designer and architect); and Ulrich Bez (CEO, Aston Martin) provide professional commentaries.