The Way of the Warrior in Business

Battling for Profits, Power, and Domination – And Winning Big!

By Donald Wayne Hendon – Foreword by Philip Kotler

The Way of the Warrior in Business

Paperback ISBN: 978-1-938548-06-2 / 246 pages / $19.95
ePub ISBN: 978-1-938548-07-9 / $9.99
Kindle ASIN: B011SLY5T6 / $9.99
ePDF ISBN: 978-1-938548-08-6 / $9.99


Features hundreds of proven marketing tactics

Influential author has published 10 books, written 400 articles, and given several thousand seminars on the topic

Tools, checklists, action plans help time-pressed business professionals apply strategies quickly, easily


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OVERVIEWABOUT THE AUTHORCONTENTSEXCERPTPRAISE

Overview

You’ll learn how to apply the military strategies and tactics of Sun-Tzu, Mao Tse-Tung, the U.S. Army, and others to attack your competitors, invade attractive markets, and defend market share to maximize your sales and profits. The Way of the Warrior in Business provides assessment tools, checklists, action plans, and other marketing weapons that you can use to:

  • Win price wars, product wars, promotion wars, and channels of distribution wars
  • Repel attacks from big-name brands and actually defeat them
  • Win the battle for your customer’s mind
  • Effectively market your products and services – and yourself
  • Plan well – decide on the right things to do and do them right
  • Become more creative and out-think your competitors
  • Get people to do what you want them to do.

The book also provides you the most valuable information the author offers his clients: Extremely specific negotiating tactics – the unique tactics most favored by executives in 54 nations when they negotiate. Knowing what tactics they will probably use gives you the power to win more when you deal with them.

The Way of the Warrior in Business will show you how to make winning a habit. Keep the book close by. Pick it up from time to time. Read more and more. Eventually you’ll become an even better Business Warrior than you are now.

About the Author

Don HendonDonald Wayne Hendon, Ph.D., is a best-selling author, speaker, consultant, coach, and trainer in the fields of marketing, management, negotiation, and international business and a lifetime member of the Vietnam Veterans of America. He is the author of more than 400 articles and 9 books, including 365 Powerful Ways to Influence and Guerrilla Deal-Making (with Jay Conrad Levinson).

Don has given several thousand seminars and consulted for hundreds of companies in 36 nations on 6 continents. McDonald’s, Coca-Cola, Colgate-Palmolive, Johnson & Johnson, Nissan, Kmart, Time Magazine, Texas Instruments, LG, and Philippine Airlines are just a few of his clients. Hendon has taught at universities throughout the world – in 14 states in the USA plus 7 other countries.

Don earned his Ph.D. in Business from the University of Texas at Austin and his M.B.A. in Marketing from the University of California at Berkeley.

Table of Contents

List of Figures
Foreword by Philip Kotler
Introduction

1. Basic Training
When business executives know and use military strategies and tactics, their market share, sales, and profits greatly increase. Learn how to develop the killer instinct that turns innocent lambs into powerful business warriors who win big and win often. Jump-start your mindset here, and you’ll start thinking and acting like a well-oiled military machine.

2. Strategy, Tactics, and Surprise
Target competitors who are easily conquered. Win by distracting, deceiving, and confusing them. Learn how to make them make mistakes. Surprise them — play upon their fears, make them feel trapped.

3. Planning, War Games, and Winning Big
Become the 800-pound gorilla in your industry by smart planning. Learn your risk profile — are you a falcon, sitting duck, chicken, or dodo bird? Find out about the “So what?” analysis — the most insightful analysis you’ll ever make. See the best war games on the market today.

4. Winning the Battle for Your Customer’s Mind: The Three Ps of Marketing
Discover the Three Powers of Marketing Warfare. Learn how well-fortified weaker brands can do a lot more than repel attacks from Big Dogs — how they can actually defeat them. Don’t be macho — learn why attacking the leader head-on usually leads to disaster, why it’s so important to be first in the market, and what you can do if you’re not first.

5. Out-Thinking Your Competitors: The Creative Business Warrior
Learn the 20 characteristics of creative people and the six characteristics of the creative company. If you’re not that creative, this chapter gives you many ways to become a lot more creative.

6. The Four Battlegrounds of Business: All About Strategy
How you can dominate your market and stay dominant. Cloak yourself with the aura of vicious invulnerability, building brands and harvesting profits. Learn how to win big in each of the four business battlefields.

7. Offensive and Defensive Weapons: All About Tactics
There are six stages in the product life cycle — not just four. Master more than 70 tactics as you move through the cycle, including five kinds of attacks — enveloping, frontal, wing, flanking, and guerrilla.

8. Winning Business Warfare the Guerrilla Way: Getting Big by Thinking Small
Who is the ultimate guerrilla? Why, Sam Walton, the legendary founder of Wal-Mart, of course. See how he used Mao Tse-Tung’s guerrilla tactics to become the number one retailer in the world. Plus uncover 43 valuable tactics to use in the three phases of guerrilla warfare.

9. Winning Business Warfare the Big Dog’s Way
There are six kinds of dominant companies (big dogs). Learn how to tell them apart, how they win. Discover more than 50 out-of-the-box tactics to beat them and become the next big dog in your own market.

10. Hidden Gems You Didn’t Learn in Marketing 101
Discover the 15 reasons new products fail and 38 ways to prevent failures. Learn how to win a price war. When to charge high prices or low prices. Six secrets of sales contests that increase sales way beyond your expectations. How to choose the best distributor. What middlemen want most from marketers. When to emphasize advertising or personal selling.

11. 365 Winning Weapons
Master these extremely powerful weapons of marketing warfare. They’re the favorites of tens of thousands of both big dogs and guerrillas in 36 nations on six continents. Use them to win big when you wheel and deal on the job — and also in many personal situations such as getting out of a traffic ticket, selling your car, and sexual seduction.

12. Conclusion

Company and Brand Index
People Index
Subject Index
About Donald Wayne Hendon
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Excerpt

FROM CHAPTER 8: WINNING BUSINESS WARFARE THE GUERRILLA WAY

Guerrilla Warfare Phase Two: Direct, Strong, Decisive Attacks

If you want to win badly enough, you won’t want to stay in phase one of guerrilla warfare too long. You’ll be too ambitious to stay underfinanced and small. And so once you, the guerrilla gnat, have sufficiently weakened your giant enemy, it’s time to move into phase two — a direct attack, using full battle strength. Your objective: Gain a decisive victory against your foes, the market leaders.

We already know, intuitively, that better price, quality, reliability, and service help increase market shares, all else being equal. But that’s not specific enough. You bought this book to learn something new and valuable. So here are 21 tactics you can use to win your marketing battles, along with examples. As you read each of them, ask yourself if your company can use the tactic or not.

  • Improve your services.
    • Avis tried to convince the public it was trying harder than Hertz in its service. It got more customers, but Avis never did become number one.
    • Singapore Airlines stresses the in-flight services offered by its Singapore Girl flight attendants to economy class passengers.
  • Use creative distribution methods.
    • Timex introduced the idea of selling watches through mass-merchandise channels instead of through jewelry stores.
    • Amway developed the multilevel merchandising (pyramid) plan and gave it respectability.
    • Be careful, though. Love Cosmetics failed when it decided to sell only through drugstores, ignoring the large department-store market for cosmetics. Anybody remember that loser?
  • Buy out competitors. G. Heileman Brewing Company has bought out such firms as Carling, Blatz, Wiedemann, Rainier, Falls City, and many other brewers over the years to become a powerful number-three company in that industry. It specialized in regional brands that are Big Dogs in their geographic markets. Heileman was bought by Stroh’s and now is brewed by Pabst.
  • Spend heavily on advertising. A rule of thumb is that you have to out-spend your competitor three-to-one. Guerrillas usually don’t have that kind of money, and the Big Dog will retaliate quickly.
    • Hunt spent $6.4 million per year to Heinz’s $3.4 million per year in trying to become the number-one ketchup. This was less than a two-to-one ratio. At that time, Heinz had a 27 percent market share and Hunt had a 19 percent share. Hunt didn’t achieve its goal. A few months into Hunt’s spending spree, Heinz had increased its market share to over 40 percent.
  • Apply superior technology and innovation. In the battle of Crecy in 1346, King Henry V of Britain beat Europe’s number-one army, the French, with a new invention, the longbow. It was six times faster than the crossbow the French used, and it could penetrate armor, which was beyond the capability of the crossbow. Some examples of superior technology in marketing include the following:
    • The Xerox machine was a quantum leap in technology over film and carbon paper.
    • Polaroid’s instant photography was also a tremendous leap in technology over Kodak’s film when it was first introduced. But Polaroid stopped innovating and is a minor player today.
    • Crest toothpaste’s seal of approval from the American Dental Association enabled it to knock off the number-one Colgate. It’s still number one.
    • Yamaha motorcycle’s starter button enabled it to knock off BSA, Triumph, and the entire British motorcycle industry, which had a 70 percent market share in the United States when Yamaha started its invasion of the American market.
  • Lower your price. This may not always work, because price is the easiest — and quickest — variable in the entire marketing mix for your competitors to copy. Here’s when it’s most likely to work:
    • When your offering is a well-established one and consumers have well-established perceptions of the expected benefits
    • When your competitors don’t follow quickly
    • When the price change is a direct monetary reduction
  • Enter the private-brand and generic-brand market. So many examples, so little space. The trade journal you read probably has hundreds of examples.
  • Offer a prestige product at a higher price. Mercedes overtook Cadillac that way.
  • Offer a prestige product at a lower price. Dangerous because eventually you have to raise your prices, and your customers will abandon you. Google Tower Records and see what I mean. It’s not around anymore. But it did pretty well for a lot of years.
  • Offer a proliferation of products. An expensive way to get business. Guerrillas usually don’t have enough money or staying power to do this, though.
  • Be creative in your sales promotions. Avoid the run-of-the-mill predictable kinds you see around you all the time, each year (or month) at the same time. Taco Bell in Honolulu ran the same “Buy one, get one free” coupon for its Burrito Supreme and Taco Light brands in the local newspapers on the best food day in the last week of each month for more than a year. That failing Taco Bell franchise in Hawaii was eventually bought out by a true guerrilla who used several of these decisive attacks, and sales skyrocketed.
  • Use point-of-purchase materials creatively.
  • Reduce your production cost. Be a better purchasing agent. Learn how to negotiate better with suppliers. Chapter 11, pages 181 – 210 gives you a list of 365 powerful ways to make deals. I developed them over the years and present them in my negotiation seminars all over the world.
  • Outsource your work — if it can be done without a decline in quality.
  • Obtain more modern production equipment.
  • See if you can lower your labor costs, perhaps by hiring consultants who are known to be efficiency experts.
  • Run your company like a small business, and watch every penny.
  • Expand from a class market to a mass market. Miller Beer (formerly positioned as the “champagne of bottled beer”) did this when Philip Morris bought them out. It’s a powerhouse today. But the once-upon-a-time-guerrilla Miller used Big-Dog money to expand its market. It couldn’t have done it on its own.
  • Come up with a new use for an old product. Remember the Arm & Hammer Baking Soda example in Chapter 7, page 115. But what about regional soft drink marketers? They’re missing the boat — cola can be used to remove rust from cars. And small coffee companies? I haven’t seen any campaigns that say “Add coffee to add flavor to spaghetti sauce, to fertilize indoor plants, or to transport worms for fishing.” Maybe I will if one of their executives reads this book.
  • Be the first to own a market segment that’s increasing in importance, so that you’ll be hard to dislodge. Two examples: The Hispanic market. Aging baby boomers. Another example: The gay market, which has become loud and proud. It’s no longer silent and ashamed.
  • Put your local ads in national magazines to gain prestige. Media Networks Inc. caters to local advertisers, such as Baptist Medical System of Little Rock, Arkansas, who want to look like national advertisers while paying only for a targeted local market or a zip-coded section of a market. Media Networks offers nine different networks of demographically compatible magazines, where your ad will alternate from one magazine to another throughout the month. Get more info at mni.com.

Excerpted from The Way of the Warrior in Business by Donald Wayne Hendon. Copyright ©2013 by Donald Wayne Hendon. Published by Maven House Press, Palmyra, VA. Used with permission. All rights reserved. http://mavenhousepress.com.

Praise from Successful Business Warriors

Who’s the enemy? That’s the first question any marketing strategy should deal with. Don Hendon’s new book demonstrates how marketers need to use military thinking to achieve marketing objectives. Well-written and right on target.
AL RIES, author of Marketing Warfare, Positioning, and War in the Boardroom

Donald Hendon proves he’s a warrior with the quality of his information and proves he’s a winner with the quality of his writing.
JAY CONRAD LEVINSON, bestselling author of Guerrilla Marketing

Don’t just survive in the 21st century — discover how to thrive and explode your business. This book will give you the tools, strategies, and weapons you need to out-think and out-maneuver your competition.
KURT MORTENSEN, author of Maximum Influence and Persuasion IQ

Business is a battle. It’s a battle for ideas, for strategies, for differentiation, for efficient communication, and for implementation. It’s a battle for margins, for ROI, for the hearts and minds of the customer. Don Hendon’s The Way of the Warrior in Business is the blueprint that will enable any business to win. If you follow Don’s advice, I guarantee you it will really be Mission Accomplished.
BOB PRITCHARD, BSc, CSP, AISMM. International Marketer of the Year

Donald Hendon’s new book, The Way of the Warrior in Business, is a great read that should be studied by every business person and business student.
ROGER DAWSON, author of Secrets of Power Negotiating

A very fresh work on marketing. It’s transformational — it will change how you lead your company. It goes far beyond any other book that’s out there now in its practical and useful construct. Very well worth reading, not only for you but for everybody on your sales and marketing team.
MITCHELL GOOZÉ, author of The Secret to Selling More and Value Acceleration

If you want to win, I mean seriously beat your competition, read this book! The Way of the Warrior in Business shows you how to think, act, focus, and conquer like the best military leaders, except from the comfort of your home. If I had three thumbs, they would all be up!
SCOTT DEMING, branding and marketing expert, international speaker, trainer, and best-selling author of The Brand Who Cried Wolf

Using Don Hendon’s techniques, I made HK $1.5 million extra the very same week!
P.J. FANNING, Director, Jardines Engineering Corporation, Hong Kong

If you are looking for a tool chest of proven ideas to generate and keep more business, this book will get you there faster than any resources I know.
ARNOLD SANOW, MBA, CSP, author of Present with Power, Punch, and Pizzazz!

I just can’t praise Don Hendon’s book enough for bringing a fresh insight to the challenging world of marketing. The Way of the Warrior in Business is a very impressive book! Very highly recommended!
MICHAEL AUN, author of It’s the Customer, Stupid!

Don Hendon does an excellent job of updating the earlier work of Ravi Singh, Al Ries, Jack Trout, and myself on how the metaphor and strategies of warfare can be applied brilliantly to win competitive business battles.
PHILIP KOTLER, S. C. Johnson and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

My experience as a U.S. Marine has been of incalculable help in my business career. Even if you’re not a leatherneck, reading this marvelous book will endow you with the warrior’s edge that you need to be successful. Don’t wait to be drafted … buy it now!
ED BRODOW, author of Negotiation Boot Camp

Warrior-like businesses have a huge advantage today, because they are nimble, quick, and always on the offense. If your business is stuck in a rut, this book will get you into the warrior mindset. Your competition will fear you!
TIM VAN MILLIGAN, CustomerSecrets.com

After reading Don Hendon’s 365 Powerful Ways to Influence, I had to get The Way of the Warrior in Business. This guide is a no-holds-barred battle plan for winning the war in business. And if that sounds too aggressive to you, be warned that anyone of your competitors armed with Hendon’s weapons is already planning on how to take your business off the playing field. With examples from Sam Walton (whom the author knew) of Wal-Mart fame and Mao Tse-Tung’s battle strategy that won him rule of China, one can’t help but come away with larger dreams than before starting this book.
JAMES DILLEHAY, co-author of Guerrilla Multilevel Marketing

Buy Don’s book and learn his tried-and-true ways to win once a day for a year, and you will be a better influencer for it.
MARK J. RYAN, Mind Body Expert, MarkJRyan.com

Did you ever think that “being a warrior” meant “being macho?” Wrong! Did you ever think that a stronger brand always beat a weaker brand? Wrong! Did you ever imagine that becoming more like a child could help you become a winner in business? Right! These are just three of dozens of powerful “warrior” insights that Don Hendon gives you in his powerful new book.
STEVE SAVAGE, co-author of Guerrilla Business Secrets and author of Savage Sales Secrets

Not since the book Art of War has a book so unapologetically provided a path to victory!
DAVID FAGAN, Icon Business Development and Cutting Edge Ventures

Don Hendon’s The Way of the Warrior in Business is absolutely unique, dense with vital information, and battle-tested in the real world of executives and corporate wins and losses. What else would we expect from an expert who has taught tens of thousands of executives in 36 nations on 6 continents? Read the chapter titles alone and you won’t be able to resist buying the book. His thinking about Mao and Sam Walton will more than give you your money’s worth. As a psychotherapist, I know that lack of assertiveness is the under-estimated enemy of the psyche. This book is a literal arsenal of assertiveness.
BOB BEVERLEY, EmotionalElegance.com

Marketing is war!!! The Way of the Warrior in Business is your guide to strategic and tactical planning and execution that gets you ahead of your competition. The same strategies that win wars are applied to the war of business and marketing. Start winning by reading this essential resource.
KRISTA NEHER, bestselling author of The Social Media Field Guide and Visual Social Media Marketing, international speaker, trainer and educator

It’s easy to get stuck in a rut when looking for new marketing ideas. Don’s unique approach to marketing will help trigger new ideas, insights, and possibilities for competitive advantage. The Way of the Warrior in Business will make you jump up and do something!
JIM THOMAS, professional negotiator and bestselling author of Negotiate to Win

The war in healthcare is about shifting from a mindset of illness to one of wellness. It’s a good war to fight, one battle (patient) at a time. That is why Dr. Hendon’s The Way of the Warrior in Business should be a top read for healthcare CEOs and board members.
ANTHONY CIRILLO, FACHE, ABC

There are a lot of books on the market claiming to offer the latest sage advice on marketing, but only a few that can actually help you to become a better marketing professional. The Way of the Warrior in Business is that book. Don’s book is packed with solid marketing strategies and real-world examples and techniques to close more deals. Hendon captures a lifetime of successful marketing strategies and experiences and presents it in a practical approach for anyone who is involved in marketing. In today’s hyper-competitive economy, where the primary focus is on winning new business, this is a must read.
DOUG DVORAK, Founder & Managing Principal, DMG International

The Way of the Warrior in Business can be of use to all those looking to change their marketing mindset and grow their pipeline of customers.
RICHARD WEYLMAN, Managing Director and Board Chairman, Weylman Consulting Group

The author cleverly shares a variety of business principles and tactics by helping business owners think and act like a member of the military. The warrior likes to win and be on top in every situation, just like those fighting for business in a crowded, competitive market. If you want to be a winner, then The Way of the Warrior in Business should be an essential addition to your business library. The book is way more than filling your quiver with arrows. It’s insightful, thought-provoking, and sure to help you re-think the way you gain and maintain your competitive edge.
MARTHA GUIDRY, Principal, The Rite Concept, and author of Marketing Concepts That Win!

Marketing Warrior Don Hendon has created a captivating battle plan for winning the business marketing war. Make no mistake, if you are in business, you are at war — not just with competitors, but with apathy, anonymity, commodity, and visibility. Read this cleverly crafted book to learn how to develop your strategy to not just survive, but to win the battle for business.
DAVID AVRIN, author of It’s Not Who You Know, It’s Who Knows YOU!

Don’s Way of the Warrior in Business will give you a needed crash course in the strategy and most importantly the gritty how-to tactics to improve your business now! Get your highlighter out and get ready to enjoy this amazing book.
CHIP EICHELBERGER, Top 5 motivational speaker, GetSwitchedOn.com

Unconventional. Consistent. Effective. Don Hendon explains the rules of marketing through the eyes of a military leader, then trains you on mastering them as tactics, weapons, and winning strategies. On their path to becoming Business Warriors, all marketers should assimilate and use this knowledge. Perfectly adapted for the new economy, valid in any territory, Europe included.
ALEXANDRU ISRAIL, Guerrilla Marketing Master Trainer, MarketMinds, Romania

A powerful book that will change your business forever. Highly recommended.
DR. FERMIN J. CASTILLO, JR., Professor of Marketing and HRM, University of Jazeera, Dubai, United Arab Emirates

In 400 BC, Sun Tzu wrote about how to defeat the enemy in his book The Art of War. His writings turned out to be invaluable lessons for savvy marketers around the world on how to gain market share from their competition. Well, after 2500 years, it’s time to take these principles and make them more relevant than ever for today’s marketplace. In The Way of the Warrior in Business, Don Hendon defines what it takes for battle-scarred marketers to lead their motivated organizations by understanding the enemy (competition). He clearly lays out how to get your marketer to do what it takes to stay well out in front in order to strengthen your market share and brand strategy. This book should be one of the tools taken into every business planning meeting of an aggressive, successful company.
KEN BANKS, CEO, KAB Marketing, Retail Advertising Hall of Fame

Don has been there, seen it, done it, and figured out how. He gives clearly thought-out strategies and techniques you can immediately use to obliterate the competition.
ALAM GHAFOOR, author of Innocent Terrorist and one of U.K.’s master negotiators, influencers, and deal-makers

Everything you need to know to be a big winner in contemporary strategic marketing is in this book.
JACK LIM, Publisher, World Executive’s Digest, Manila, Philippines

The title says it all: The Way of the Warrior in Business. Don Hendon takes you through basic training, strategy, tactics, and surprise. He even throws in 365 winning weapons. Get this book and go on the offensive.
DAN POYNTER, author of The Self-Publishing Manual

Comprehensive and insightful, The Way of the Warrior in Business will carry you to the winner’s circle through learning and applying its effective strategy and tactics. Don Hendon has nailed it when it comes to understanding what it takes to win in business! I thought I was good when it comes to business, but I’ve learned more through this book than any I’ve read in years. This is clearly a must read!
CHUCK GALLAGHER, author of Second Chances: Transforming Adversity into Opportunity and The Human Factor: A Common-Sense Approach to Creating a Culture of Ethics in the Workplace

If you aren’t selling every day, you’re losing ground to your competition and losing the opportunity to innovate. Seasoned marketers and novices will find in The Way of the Warrior in Business many fascinating insights that successful companies use to win. I think you’ll find it an extraordinarily valuable reference book.
FRANK MCKINNEY, bestselling author of Make It Big and The Maverick Approach to Real Estate Success

Jump-start your thinking. Read Don Hendon’s Way of the Warrior in Business — and do it before your competitors do. Take it to heart. Implement his insights and create the results you want.
RICK FRISHMAN, founder of Planned TV Arts

Modern business meets the ancient art of war! Donald Hendon’s The Way of the Warrior in Business is a brilliant read that takes you from Sun Tzu to Mao Tse-Tung all the way up to Sam Walton of Wal-Mart fame. From attacking the flank to outmaneuvering your opponent, Hendon shows how generals develop strategy and how soldiers carry out tactics. A must-read for all business leaders who are fighting for market share in today’s hyper-competitive economy.
JEFF BEALS, award-winning author of Self Marketing Power and Selling Saturdays

Don Hendon’s Way of the Warrior is filled with practical wisdom and straightforward tools that work! Get it, read it, and win big!
FORD SAEKS, CEO, Prime Concepts Group, Inc.

Don Hendon’s approach to marketing is refreshingly thorough. Marketing is a skill that can be learned when you have the right mindset. Using Don’s strategies to develop a mindset that supports business growth, you will be able to effectively attract more clients, make more money, and gain more leverage in your industry. Well done.
DARNYELLE A. JERVEY, MBA, CEO of Incredible One Enterprises LLC

Insightful, strategic, and profitable. These are but a few words that describe Don Hendon’s new book, The Way of the Warrior in Business. Contained in this powerful book are blueprints on how you can grow your business, win more customers, and dominate your marketplace. If you can read only one book from cover to cover this year, read The Way of the Warrior in Business. It will transform you into a true warrior in your business.
JOHNNY CAMPBELL, DTM, aka The Transition Man

Why would I endorse a fellow competitor’s book? The answer is simple: It’s that good. Many people are shocked by warrior reference in a business book, but often business is a war—why do you think they call it a price war? The Way of the Warrior in Business provides a realistic approach to meet today’s business challenges. Following Hendon’s advice will guide you through the challenges you face. While no book has all the answers, Hendon’s book points you in the right direction, making it a must-read.
TED GARRISON, New Construction Strategies, industry expert, and construction business visionary

Looking for a way to fight and conquer your next marketing objective? Look no further — Way of the Warrior has all of your answers. This book should definitely be used to help develop your next master plan.
MIKE MINTER, CEO, Minter Enterprises

After reading Don Hendon’s latest book I have found a true resource for every sales leader and salesperson. Each chapter is jammed with ideas and tools that can be easily implemented to improve the professionalism of your team. With my clients I recommend that at least twice a year the entire sales team read a sales book and weekly discuss each chapter — their own book club! I am adding Don’s book to my list — you should too.
KEN THORESON, SalesManagementGuru.com, AcumenManagement.com

This book is an absolutely essential reference tool for anyone who is serious about the sales profession. It should be read and referred to on a regular basis.
JOSEPH SHERREN, CSP, HoF, author, speaker, trainer

Don Hendon once again has brought forward a must-read, step-by-step guide on how business owners can win in the game of business. As he likens the precision of military campaigns to the battlefield of capitalism, Hendon teaches his readers that it takes strategy, tactics, philosophy, and a clear goal in order to reach objectives.
AARON S. YOUNG, CEO, Laughlin Associates, author, speaker, teacher

Growing a company and making a profit today is tough. In The Way of the Warrior in Business, Don Hendon shows you how to out-flank your competitors and become the best in your market place. I highly recommend this book to anyone who wants to learn the steps to win the war for more profitable revenue.
GEORGE HEDLEY, Entrepreneur of the Year Award Winner and owner of Hardhat BIZCOACH.

Don lays out a most unusual approach to achieving success in business. Read it before your competitors do, and make a big difference in your future. It will be your go-to guide for years to come!
DR. JOHN GIBSON, author, Family Matters Matter

Using analogies from classic successes in military and business warfare, in his Way of the Warrior in Business, Don not only shows how to develop a winning strategy, he delivers high-impact and solid real-world examples, along with tactics, techniques, and tools any business can use.
ALLAN KARL, WorldRider, adventurer, keynote speaker, author, and entrepreneur, AllanKarl.com

Satisfy your inner general and open up this book.
TRON JORDHEIM, CMO StorageMart

The single biggest mistake businesses and executives can make is to assume that the market — where competitors fight for customers — is a level playing field. Don Hendon’s book is a valuable reminder to both small and big companies and the executives who work for them that the only way to win customers is by constantly training to be a warrior.
GAURAV BHALLA, Ph.D., author of Collaboration and Co-Creation: New Platforms for Marketing and Innovation