Lessons from Warfare to Manage Complex Marketing Projects

Shailendra Tiwari, Head Marketing & Strategic Initiative, Mtandt Ltd.

The fundamental definition of warfare is to compete and win over enemies with limited resources. Interestingly, it is fundamental to running a marketing function in a corporate company. My fellow marketing heads will agree that it is imperative for a marketing function to complete complex projects regularly within non-negotiable deadlines and in the midst of chaos. Many a time we fall prey to the situation and sometimes projects tend to become unmanageable. I was no exception to this.

A couple of years ago, Raghu Raman - an ex-army commander and a corporate leader, in his TEDx talk in Goa, talked about the 7 lessons in the Indian Army that can help a business to succeed in complex projects. When I looked at these lessons from a marketer’s perspective, everything became clear and manageable. He said that there is a simple tool which anyone can learn, whether he is a CEO, a start-up owner, or a junior grade staff.

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