Gerald Michaelson interview
Numerous books have been written about how to apply Sun Tzu's Art of War to business practice, but only a few authors have the necessary experience and knowledge to actually be able to do it. Gerald Michaelson is one of those few authors, and in our opinion, the most qualified.
Gerald Michaelson is a seasoned business executive who has held virtually every different sales and marketing position in his business career. He has lectured on the applications of military strategy to business on five continents. He has twice been invited to China to speak on the applications of Sun Tzu to business success. Michaelson is a recognized authority on military strategy as it applies to personal and business success. His best selling book is "Sun Tzu: The Art of War for Managers".
Below is our interview with Gerald Michaelson.
Sonshi.com: When and how did you first find out about Sun Tzu's Art of War? What about it got you interested?
Michaelson: I found out about Sun Tzu when researching my first book "Winning the Marketing War". That book uniquely combines ideas from both Western and Eastern strategy. Western strategy as typified by Clausewitz focuses on the big battle as the way to win. Eastern strategy as typified by Sun Tzu focuses on winning before the battle, that is winning without fighting. Concepts from both are important to success. The strength of Sun Tzu is in the simplicity of the timeless wisdom.
Sonshi.com: How has Sun Tzu contributed to your professional career?
Michaelson: My interest in Sun Tzu and military strategy have produced many worthwhile contacts. One contact led to opportunities to deliver presentations around the world on the applications of military strategy to business. This, in turn, led to contacts with many other senior executives and military officers.
After one presentation, I was approached by an offer to write the book "Winning the Marketing War". Other contacts led to a career in management consulting, including many trips to work with companies overseas. An inquiry to China, led to an opportunity to speak at the first international conference on Sun Tzu in Beijing. Another inquiry led to an opportunity to conduct management seminars in China.
Sonshi.com: You have much experience coaching senior management teams on best business practices. Do you see Sun Tzu concepts in them?
Michaelson: Absolutely. Sun Tzu is the foundation of strategy for the military and business. My favorite quote is "Use the normal; to engage the extraordinary to win." The best practice is "Search for breakthrough opportunities." Another great one is "A victorious army seeks its' victories before seeking battle. An army destined to defeat fights in the hope of winning." The best practice is "Get your strategy right before engaging the market." The list goes on.
Sonshi.com: You are now head of your company and have served on boards of companies. From your experience, how prevalent are Sun Tzu concepts and their application in the conduct of business?
Michaelson: I have seen a copy of "The Art of War" on the bookshelf in many offices. Reading the book once is not enough. Managers need to really understand how the fundamental simplicity of Sun Tzu's philosophy can help them win. The strength of Sun Tzu is in the continual browsing of the text to help clarify thinking as the manager engages in daily activities.
Sonshi.com: You have given a series of strategic management sessions in China for the Chinese government. Fascinating! Was Sun Tzu mentioned during these sessions? Tell our readers more about it.
Michaelson: The two-day seminars were for the "Press and Publication Administration of the Peoples Republic of China." A big phrase that includes all publishers. The presentation/workshop encompassed three major topics: The applications of both Eastern and Western strategy to business strategy. Marketing. Best Business Practices. (The content was derived from "Winning the Marketing War" and "Sun Tzu: The Art of War for Managers".) A total of about 150 publishers attended sessions in Beijing and Chongquing.
Of course, Sun Tzu's concepts were intertwined with much of the material. Well over 100 overheads were used. My comments were translated. One of the government officials responsible for both sessions said, "Now, we have a new appreciation of Sun Tzu."
The gift I treasure most is a copy of "Sun Tzi: The Art of War" (Sun Tzi is the Chinese form of Sun Tzu) printed on silk. The illustrations are in color. It is housed in an attractive presentation box. The Chinese advised that it represents two national treasures: "Sun Tzi" and "Silk."
Sonshi.com: We often receive positive comments about your book “Sun Tzu: The Art of War for Managers” on Sonshi.com. What was the driving force behind your idea for the book?
Michaelson: Thanks. It's good to hear about the positive comments. When researching the earlier book (Winning the Marketing War), I was in awe of the simple wisdom of Sun Tzu on the first reading. After completing a book on the application of military strategy to marketing, it seemed like a good idea to apply the timeless wisdom of Sun Tzu to business. I wanted to provide the kind of information that would help other people be successful.
In the late 1980's I approached Oxford Press as publishers of Griffith's edition about the idea. They liked the idea but we never reached agreement on the content -- whatever structure they wanted didn't make sense to me.
In the early '90's, I spoke at a seminar on Sun Tzu in China and was introduced to the newer translation used in the current book. It took years to find the right people to authorize use of the translation. (That led me to the people who offered the invitation to conduct seminars in China.) During the '90's, the manuscript went through several revisions. Sometimes, it was untouched for a year while I wrote other books: "50 Ways to Close a Sale" and "Building Bridges to Customers".
The first edition of the book was finally produced in the mid '90's by the publishing division of a consulting company for which I worked. After several printings, a friend put me in touch with Adams Media who published the current editions.
The book is now selling very well. It has consistently ranged in the top 2,500 to 7,500 at Amazon. It is now in seven languages. I just returned from Spain where the publisher is on his second edition and was interviewed by three major publications who gave full page exposure to the subject.
Sonshi.com: There are many books on how to apply Sun Tzu to business and every conceivable area of life. What makes your book different (better)?
Michaelson:
1. The first difference is in thorough research. I visited libraries all over the world to find English language translations of "The Art of War". The only place where there is a complete collection of Sun Tzu's English translations is in my personal library at home. As you know, each Chinese ideoform can have many meanings. Some translations are quite similar, others use different words that help clarify the meanings. I drew upon all of these translations and included quotations where the translations differed. To read "Sun Tzu: The Art of War for Managers" is to be exposed to the essence of all translations.
2. Structure. Much of the content of "Sun Tzu: The Art of War for Managers" was written before many of the other books to which you refer. The first edition had the translation and explanatory copy on the left page and the commentary on the right page. While the current edition has a continuous flow, the continuity remains. First, a translated slice of Sun Tzu. Second, additional explanations where appropriate. Third, commentary on applications. Because the book segments the translation into some 50 discreet sections, it makes it easy for the reader to browse the strategic thinking.
3. Based on Practical Management Experience: The book is founded on years of experience in the corporate world and management consulting. The author has "been there and done that." He has won and lost battles. The best success was always "winning without fighting."
4. Incorporates Western Strategy: I drew from my comprehensive research of Western military strategy as exemplified by occasional examples and quotations from the Western world to reinforce concepts. Although the book is based on Eastern strategy, it blends in Western strategy to reinforce the value of the timeless wisdom.
Sonshi.com: We understand on January 2003, your book "Sun Tzu for Success" will be published. Tell our readers more about it.
Michaelson: Readers have commented that the concepts of Sun Tzu, and other strategists, are useful in personal life. That has also been my personal experience. Much of the timeless wisdom has many practical everyday applications. For example, the applications to sports were reinforced when I worked with National Championship winning Coach Fulmer of the University of Tennessee on his book, "A Legacy of Winning". The applications to personal success are endless.
"Sun Tzu for Success" is organized around key quotations from Sun Tzu. The book is structured in five sections:
1. Personal Characteristics for Success (Who you are.)
2. Strategies for Success (Doing the right thing.)
3. Tactics for Success (Doing things right.)
4. Success in Competitive Situations (Taking The Art of War to the Art of Winning.)
5. Examples of Personal Success (Testimonials)
The translation of "The Art of War" contains 50 section headings that help to clarify the timeless wisdom.
I enlisted the aid of my son, Steven, who has a business career that encompasses both the producing side of business with P & G, Sara Lee and Bordens through to his present retail position as Senior Vice President of Marketing and Merchandising for the 170-store Weis Markets. His business and person experiences yield a broader base for the new manuscript.
[End of interview]
Gerald Michaelson is a seasoned business executive who has held virtually every different sales and marketing position in his business career. He has lectured on the applications of military strategy to business on five continents. He has twice been invited to China to speak on the applications of Sun Tzu to business success. Michaelson is a recognized authority on military strategy as it applies to personal and business success. His best selling book is "Sun Tzu: The Art of War for Managers".
Below is our interview with Gerald Michaelson.
Sonshi.com: When and how did you first find out about Sun Tzu's Art of War? What about it got you interested?
Michaelson: I found out about Sun Tzu when researching my first book "Winning the Marketing War". That book uniquely combines ideas from both Western and Eastern strategy. Western strategy as typified by Clausewitz focuses on the big battle as the way to win. Eastern strategy as typified by Sun Tzu focuses on winning before the battle, that is winning without fighting. Concepts from both are important to success. The strength of Sun Tzu is in the simplicity of the timeless wisdom.
Sonshi.com: How has Sun Tzu contributed to your professional career?
Michaelson: My interest in Sun Tzu and military strategy have produced many worthwhile contacts. One contact led to opportunities to deliver presentations around the world on the applications of military strategy to business. This, in turn, led to contacts with many other senior executives and military officers.
After one presentation, I was approached by an offer to write the book "Winning the Marketing War". Other contacts led to a career in management consulting, including many trips to work with companies overseas. An inquiry to China, led to an opportunity to speak at the first international conference on Sun Tzu in Beijing. Another inquiry led to an opportunity to conduct management seminars in China.
Sonshi.com: You have much experience coaching senior management teams on best business practices. Do you see Sun Tzu concepts in them?
Michaelson: Absolutely. Sun Tzu is the foundation of strategy for the military and business. My favorite quote is "Use the normal; to engage the extraordinary to win." The best practice is "Search for breakthrough opportunities." Another great one is "A victorious army seeks its' victories before seeking battle. An army destined to defeat fights in the hope of winning." The best practice is "Get your strategy right before engaging the market." The list goes on.
Sonshi.com: You are now head of your company and have served on boards of companies. From your experience, how prevalent are Sun Tzu concepts and their application in the conduct of business?
Michaelson: I have seen a copy of "The Art of War" on the bookshelf in many offices. Reading the book once is not enough. Managers need to really understand how the fundamental simplicity of Sun Tzu's philosophy can help them win. The strength of Sun Tzu is in the continual browsing of the text to help clarify thinking as the manager engages in daily activities.
Sonshi.com: You have given a series of strategic management sessions in China for the Chinese government. Fascinating! Was Sun Tzu mentioned during these sessions? Tell our readers more about it.
Michaelson: The two-day seminars were for the "Press and Publication Administration of the Peoples Republic of China." A big phrase that includes all publishers. The presentation/workshop encompassed three major topics: The applications of both Eastern and Western strategy to business strategy. Marketing. Best Business Practices. (The content was derived from "Winning the Marketing War" and "Sun Tzu: The Art of War for Managers".) A total of about 150 publishers attended sessions in Beijing and Chongquing.
Of course, Sun Tzu's concepts were intertwined with much of the material. Well over 100 overheads were used. My comments were translated. One of the government officials responsible for both sessions said, "Now, we have a new appreciation of Sun Tzu."
The gift I treasure most is a copy of "Sun Tzi: The Art of War" (Sun Tzi is the Chinese form of Sun Tzu) printed on silk. The illustrations are in color. It is housed in an attractive presentation box. The Chinese advised that it represents two national treasures: "Sun Tzi" and "Silk."
Sonshi.com: We often receive positive comments about your book “Sun Tzu: The Art of War for Managers” on Sonshi.com. What was the driving force behind your idea for the book?
Michaelson: Thanks. It's good to hear about the positive comments. When researching the earlier book (Winning the Marketing War), I was in awe of the simple wisdom of Sun Tzu on the first reading. After completing a book on the application of military strategy to marketing, it seemed like a good idea to apply the timeless wisdom of Sun Tzu to business. I wanted to provide the kind of information that would help other people be successful.
In the late 1980's I approached Oxford Press as publishers of Griffith's edition about the idea. They liked the idea but we never reached agreement on the content -- whatever structure they wanted didn't make sense to me.
In the early '90's, I spoke at a seminar on Sun Tzu in China and was introduced to the newer translation used in the current book. It took years to find the right people to authorize use of the translation. (That led me to the people who offered the invitation to conduct seminars in China.) During the '90's, the manuscript went through several revisions. Sometimes, it was untouched for a year while I wrote other books: "50 Ways to Close a Sale" and "Building Bridges to Customers".
The first edition of the book was finally produced in the mid '90's by the publishing division of a consulting company for which I worked. After several printings, a friend put me in touch with Adams Media who published the current editions.
The book is now selling very well. It has consistently ranged in the top 2,500 to 7,500 at Amazon. It is now in seven languages. I just returned from Spain where the publisher is on his second edition and was interviewed by three major publications who gave full page exposure to the subject.
Sonshi.com: There are many books on how to apply Sun Tzu to business and every conceivable area of life. What makes your book different (better)?
Michaelson:
1. The first difference is in thorough research. I visited libraries all over the world to find English language translations of "The Art of War". The only place where there is a complete collection of Sun Tzu's English translations is in my personal library at home. As you know, each Chinese ideoform can have many meanings. Some translations are quite similar, others use different words that help clarify the meanings. I drew upon all of these translations and included quotations where the translations differed. To read "Sun Tzu: The Art of War for Managers" is to be exposed to the essence of all translations.
2. Structure. Much of the content of "Sun Tzu: The Art of War for Managers" was written before many of the other books to which you refer. The first edition had the translation and explanatory copy on the left page and the commentary on the right page. While the current edition has a continuous flow, the continuity remains. First, a translated slice of Sun Tzu. Second, additional explanations where appropriate. Third, commentary on applications. Because the book segments the translation into some 50 discreet sections, it makes it easy for the reader to browse the strategic thinking.
3. Based on Practical Management Experience: The book is founded on years of experience in the corporate world and management consulting. The author has "been there and done that." He has won and lost battles. The best success was always "winning without fighting."
4. Incorporates Western Strategy: I drew from my comprehensive research of Western military strategy as exemplified by occasional examples and quotations from the Western world to reinforce concepts. Although the book is based on Eastern strategy, it blends in Western strategy to reinforce the value of the timeless wisdom.
Sonshi.com: We understand on January 2003, your book "Sun Tzu for Success" will be published. Tell our readers more about it.
Michaelson: Readers have commented that the concepts of Sun Tzu, and other strategists, are useful in personal life. That has also been my personal experience. Much of the timeless wisdom has many practical everyday applications. For example, the applications to sports were reinforced when I worked with National Championship winning Coach Fulmer of the University of Tennessee on his book, "A Legacy of Winning". The applications to personal success are endless.
"Sun Tzu for Success" is organized around key quotations from Sun Tzu. The book is structured in five sections:
1. Personal Characteristics for Success (Who you are.)
2. Strategies for Success (Doing the right thing.)
3. Tactics for Success (Doing things right.)
4. Success in Competitive Situations (Taking The Art of War to the Art of Winning.)
5. Examples of Personal Success (Testimonials)
The translation of "The Art of War" contains 50 section headings that help to clarify the timeless wisdom.
I enlisted the aid of my son, Steven, who has a business career that encompasses both the producing side of business with P & G, Sara Lee and Bordens through to his present retail position as Senior Vice President of Marketing and Merchandising for the 170-store Weis Markets. His business and person experiences yield a broader base for the new manuscript.
[End of interview]