The Biggest Lesson Napoleon Can Teach Startups

Napoleon won 68 / 73 (91%) of battles. Not too shabby!

What’s even more impressive is that he’d fight countries with larger armies and still win.

So how the heck did he pull that off?

Here’s the basic formula:

1. Have fast army.
2. Divide your army. Pose a credible threat across multiple positions.
3. Your opponent will split up their army to defend those multiple positions.
4. Quickly concentrate your force (ideally at the position where your opponent is weakest and you are strongest).
5. Attack and overwhelm that position.
6. Rinse and repeat.

The military term for this is defeat in detail.

Defeat in detail is a doctrinal military term that means to defeat an enemy by destroying small portions of its armies instead of engaging its entire strength.

— Edward J. Erickson

How does this apply to startups?

1. You are faster than the bigger, entrenched competition. That is your biggest advantage.
2. You can’t win in a fair, head-to-head battle. They have more features, more salespeople, and more marketing dollars than you. Don’t fight on their terms.
3. You want to concentrate your forces and strike where they’re weak. Find a niche. Make it yours.