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How to Not Execute Guerrilla Warfare


By Kevin Wang

Probably the most important learning is that when the Company re-launched the product line, moving from systems integration differentiation to technology differentiation, we did not revisit and revise our market penetration strategy. The Company failed to see the connection and the importance of alignment between engineering, sales, and marketing. An important principle of Guerrilla Warfare is the flexibility to "bug out" of an account or a market quickly as soon as your larger competitors take aim at you. This flexibility means that the Company must have a process to refocus and retarget both the product and the market strategy when circumstances dictate. It is unfortunate that we chose to "bug out" due to lack of whole product execution and unstable strategy, rather than in response to competitive pressure.