The Strategy of the Dolphin: Scoring a Win in a Chaotic World

When Dudley Lynch and Paul L. Kordis published their book “The Strategy of the Dolphin: Scoring a win in a chaotic world”, marketing strategies were more or less warfare based.  They came up with the thought which resonates now everywhere i.e. Business Strategy: Not a zero sum game anymore.

The summary of the book at amazon.com says it all about it and what should the future be like for managers.

You don’t have to be a shark to be a success in business.

“Although you don't think of yourself as a shark in business, you are smart, ambitious, and want to succeed. With the challenge of the Information Age looming large on the horizon, your adaptability to change, your search for the elegant solution to every kind of problem, your desire to work with the system and with others toward a common end, defines and shapes your perspective. You don't need the killer instinct. Your talents, your coping skills, your intelligence will help you succeed in the changing world of tomorrow.

Your dolphin personality -- flexible, responsive, and accepting -- represents precisely the attitude that successful managers must adopt. In Strategy of the Dolphin, the authors, innovative business experts, demonstrate that everyone will need to be a dolphin to survive the changes the future will bring. They speak directly to your needs, to your management style, reminding you that your way is perfect for your temperament and goals.”

Dolphins like to win, but they know that others don't have to lose at their expense. This is what the current market is all about. If we get into a cut-throat competition then may be if you are better; then the competitor may bleed more but certainly you will bleed too. Thus it is better to create a win-win situation where you win more than others.