I read ‘New Edition: Lanchester Strategy - The Underdog Reversal Law: How Small Companies Can Win and Become Profitable’ by Masafumi Fukunaga (『新版　ランチェスター戦略　「弱者逆転」の法則　小さくても儲かる会社になる「勝ち方」』福永雅文（著）), so I’d like to share the insights I gained from the book.

Background: Want to Learn About 'Lanchester Strategy'

As a startup CEO, I wanted to know about ‘Lanchester Strategy’ to make the company profitable, so I read this book.

Here are quotes and notes from sections that left an impression on me.

Chapter 6: How to Plan and Execute Lanchester Strategy

Certainly, visits are not the only customer touchpoint. You should establish rules for contact mix systems and frequency, including phone calls, emails, fax, thank-you letters, etc. Sales activities going forward should be approached with both visit plans and non-visit contact plans. However, it's common for those strong in close combat to win in the end. This is what I call the "bayonet charge doctrine." Even in the age of contact mix, you must not neglect face-to-face visits. The more IT advances, the higher the value of analog close combat becomes. While the strong players are doing sales via email, the weak players differentiate through close combat and achieve underdog reversal. （たしかに、訪問だけが顧客接点ではありません。電話、メール、ＦＡＸ、お礼状などのコンタクトミックスの体系、頻度などのルールを決めておくべきです。これからの営業活動は、訪問計画と、訪問以外のコンタクト計画の両建てで臨むべきでしょう。 しかし、最後は接近戦に強い者が勝つのが世の常です。筆者がいう「白兵銃剣突撃主義」です。コンタクトミックスの時代でも、訪問面談を疎かにしてはなりません。ＩＴ化が進めば進むほど、アナログの接近戦の価値が高まります。強者がメールで営業しているうちに、弱者は接近戦で差別化し、弱者逆転するのです。）

The more IT advances, the higher the value of analog close combat becomes.

That’s all from the Gemba, where I want to skillfully utilize Lanchester strategy.