Frederick Lanchester was a key figure in the development of the automotive industry and the man who defined modern aeronautical technology and science. Lanchester is another legend in technology and science that most of us have never heard of or never learned about in business or engineering school. The theories Lanchester developed were adapted for business, especially sales and marketing which we will focus on within this episode.

Japanese business consultant Dr. Nobuo Taoka adapted Lanchester’s theories into The New Lanchester Strategy which provides guidelines for creating winning business strategies for both market leaders or firms struggling to remain profitable or increase market share. The lessons in this episode are straightforward but extremely effective for developing differentiation and keeping your competitors guessing and your customers excited.