Six strategy lessons from Clausewitz and Sun Tzu

A good strategy is crucial for a successful lobby or public affairs campaign. In this article, six strategy lessons from Clausewitz and Sun Tzu's classical works on military strategy are discussed, which could be useful for lobbyists and public affairs managers. Although waging war and lobbying are totally different things, there are also many similarities: both deal with aims to be achieved, opponents, threats and opportunities, (political) victories, and defeats. Therefore, military strategic thinking might provide the field of public affairs with some good and practical insights. First of all, Sun Tzu and Clausewitz stress the importance of meticulous exploration before the action starts. Subsequently, when laying strategy plans, one should beware of Pyrrhic victories and ‘the fallacies of hope’. Clausewitz, in particular, warns us to expect the unexpected and not to be surprised by the friction between even the best plans and their realization. A good way to handle this friction is to lay down the why and the what of coming actions but not how these actions should be carried out. Both thinkers also provide guidance in how to effectively deal with opponents; surprise an opponent to achieve the upper hand, and bring yourself in a position which will enable a decisive step forward; divide opponents whilst making yourself as strong as possible; and finally prevent a hard‐edged confrontation by offering an alternative. Copyright © 2013 John Wiley & Sons, Ltd.