(Part of the series on Sun Tzu's ; The Art of War – from the SEO perspective.)
Sun Tzu said;
Now in order to kill the enemy, our men must be roused to anger; that there may be advantage from defeating the enemy, they must have their rewards.
Therefore in chariot fighting, when ten or more chariots have been taken, those should be rewarded who took the first. Our own flags should be substituted for those of the enemy, and the chariots mingled and used in conjunction with ours. The captured soldiers should be kindly treated and kept.
This is called, using the conquered foe to augment one's own strength.
Set out reasonable goals for staff, contractors and all those involved in the effort. Always give credit where credit is due, but more to those most responsible for successes. Create a competitive sense towards all your activities. Enable the 'us against them' mentality. Use your own passion (as a leader) to make achieving goals beneficial emotionally and through perks (money, custom shwagg etc..).
And if you have the chance to associate, mingle or hire away from the competition. Bring them into the fold and be respectful. You are at war with the (competing) nation, not it's agents. Buy them a beer at a conference. This will lessen their own passion to defeat you or see you as a threat.
Sun Tzu said;
In war, then, let your great object be victory, not lengthy campaigns.
Thus it may be known that the leader of armies is the arbiter of the people's fate, the man on whom it depends whether the nation shall be in peace or in peril.
Once again, we cannot sustain a long term cash neutral program. By securing victories in a timely fashion we will earn the nation's (client/boss/site) admiration. You will position yourself as an indispensable cog in the marketing wheel. To have the power to continue to lead, bringing the greatest benefit with the least resource drain will be paramount.
(tune in Wednesday for the next edition)