What can Marketers can learn from Genghis Kahn?

I’ve just finished watching the film ‘Mongol’ which sets out the life of Genghis Kahn from a young boy to the beginning of his reign as the ruler of half the world.  As a film, it was pretty good but I got thinking afterwards that there are also some clear lessons for us in terms of how we market and, ultimately, win in the quest to drive business success.

Bring the Clans together

Back in Genghis’ youth, the Mongol nation was made up of multiple, small clans who were solely concerned about their own interests and lands.  The first step to success for Genghis was to unify these disparate groups under a single banner; his.

With everyone working to a shared goal, Genghis went on to rule half the world. How does this apply to Marketers?  Think of the many elements within your business as the Clans (Sales, Manufacturing, IT, Marketing, Customer Service and so on).  Too often, each is focussed on their particular goals (Sales to drive sale, Customer Service to improve customer issues, Marketing to drive softer marketing metrics) which leads to scenarios where two or more groups are opposing each other over a decision because what is being proposed doesn’t appear to suit their Clan’s goals.  

• By ensuring that everyone is working towards to the same goal, barriers are removed and the full power of your business can be leveraged to your advantage.

Have a goal that everyone can relate too

The Clans were simply focussed on survival and expanding their claim on resources (more land, more horses, better food supply).  Genghis used this behaviour as the start point but proposing that by working together, the Clans could take over far larger areas ensure that all benefited from increased holding.

• Pick a goal that is relevant to all and that all can see a benefit from.

Having a strategy is vital, especially if your army is smaller

Genghis didn’t unify all the clans in one single move.  He had to fight and dominate many into his fold.  Eventually, he had no option but to face his ‘brother’, Jamukha, who ruled the largest clan of all.  Out manned by at least 4 to 1, Genghis entered the battle with a clear strategy built up of smart deployment tactics to wear down Jamukha’s army and ultimately win out.

• Being smaller doesn’t make you weaker if you have a clear, effective strategy but you need to have one before the fight begins.

Don’t limit your strategy to just the owned resources at your disposal, use the environment too

An obvious military learning, but in addition to clever deployment of his troops, Genghis also took advantage of his surroundings by ensuring his army were placed on the high ground giving them a further tactical advantage.  He also used a thunderstorm to his advantage too….nothing like being flexible, eh?

• Think about the environment where your brand, and competitors, can be found. How can it be used to your advantage?

Create a limited, simple set of rules for all to follow

In unifying his nation, Genghis wanted to ensure that his people had a simple rule set that ensured the goal could be met effectively.  By keeping it simple, he allowed little room for interpretation and guided exactly how the nation was expected to behave.  

The 4 rules he set (in the film at least!) also can have an analogous meaning for marketers:

1. Don’t kill women & children - Okay, so we don’t need to take this literally (do we?) but I think this can be interpreted today as ‘Your fight is with competitor Brands , not the people (workers & customers) who support it.
2. Don’t forget your debts - This can be taken literally; if someone helps you out, make sure you help them out in return.  Collaboration is a two way street. 
3. Fight enemies right to the end - Take this literally too; Enemies is a touch strong but the point here is do not give up.  Whatever the odds, keep pushing until the bitter end.  Every set back can create opportunities if you just keep looking.
4. Never betray your Kahn - In this instance, I’m going to replace Kahn with Brand.  Everything you do needs to be true to the Brand you’ve created.  It is only through consistency, honesty and openess that trust can be built and a Brand with consumer trust by the barrel full is a scary powerful force.

Granted, I’m sure the historical accuracy of many of the events the film have been tweaked for effect and I know there is a general desire to move away from using military analogies for marketing but I think these broad lessons are still valid.

What do you think?  Too literal?  Have I missed something obvious?

Oh, and as for the film, it’s pretty good and worth a watch.