The AC/DC Strategy: Rock'n'Roll and the 14 Strategic Campaigning Guidelines
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Book preview
The AC/DC Strategy - Peter Metzinger
First English Edition, 19th February 2013, revised in December 2013 (V1.3)
ISBN 9781483525914 (Paperback)
ASIN: B00BHGJT3A (Kindle)
Copyright © 2012 Peter Metzinger, Zurich, Switzerland
www.petermetzinger.com
info@businesscampaigning.com
This work is protected by copyright. All resulting rights are reserved. Duplication of this publication or parts of this document is subject to the statutory provisions of the copyright law and is generally subject to remuneration. Violations are subject to the penalty provisions of the Copyright Act.
Cover with Rosie and Angus:
Lorena Valentini Metzinger, Graphic Design, Zurich, Switzerland
Dedicated to
Bon
Rock In Peace
Brian, Angus, Cliff, Malcolm and Phil
Rock on
´77
Bring it back
Acknowledgments
This book would have been impossible without the music of AC/DC. Since 1973, they have remained faithful to their style of music. For this and for what they have given the world, and me, I want to thank them first and foremost.
Then I thank Andreas Pacyna, who brought me closer to the music of AC/DC - in 1980, with a lasting impact.
I would like to thank my parents for the patience and serenity with which they endured the loud music from my room during my youth.
I would like to thank my wife Lorena Valentini Metzinger for all the support that she gave me while I was writing this book, for the design of the cover and the collaboration in the editing.
I thank my clients and students, business partners and team members because they supported me in further developing my campaigning theory, which I call the Business Campaigning® model.
I am grateful for Markus Miliczek, Jurgen Gegner and Christian Spurk for the time that they spent to proofread this book, as well as for additional information and thoughts that they contributed. In part, I have literally incorporated individual sentences of their feedback. I hope they recognize them.
I thank Julia Angeles for proof-reading and improving the English version of this book. She did an awesome job.
Finally, I would like to thank Spanish band ´77 for the hope that they are giving others and me that there will be a life after AC/DC.
Table of Contents
Introduction
AC/DC
The 14 Strategic Campaigning Guidelines
SCG 1: Polarizing, profiling, positioning
SCG 2: Controling the agenda
SCG 3: Concentrating forces
SCG 4: Building on existing strengths
SCG 5: Maintaining flexibility
SCG 6: Tenacity and perseverance in the pursuit strategy.
SCG 7: Impact orientation and alignment of objectives and means.
SCG 8: Utilizing synergies and multiplication effects
SCG 9: Awareness and foresight
SCG 10: Unité de doctrine
SCG 11: Efficiency and simplicity
SCG 12: Thinking in scenarios
SCG 13: Complying with success principles of communication.
SCG 14: Building golden bridges
About the author
Sources
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Further information
Introduction
I think we have survived because we are still the same. You try just you to be yourself.
Angus Young [1]
In 1998, after 13 years of campaigning for Greenpeace, I started my own business. I was thrilled that I could build upon my campaigning (or what is often referred to as public relations) know-how that I acquired during the best years of Greenpeace, which during my time there was arguably the best campaigning NGO in the world.
One of the first bits of feedback that I received in 1998 was that I was absolutely authentic with my offer. Authenticity has been a constant companion of my work since then, and I try to win on behalf of my customers through authentic communication – the one thing that distinguishes campaigning, as I understand the approach, from traditional advertising. Authenticity is also one of the properties attributed to Rock-n-Roll, in particular to the band, which is at the heart of this book: AC/DC.
In 1998, I translated my communications and strategy knowledge into a theory that I could teach and that, when implemented, helps to plan and execute campaigns efficiently and successfully.
A campaign – and campaigning – in this context can be any kind of undertaking or enterprise that is about motivating people via well thought out and strategically planned activities, so that they assist one to achieve a specific goal or objective. To campaign is to convince people to change their behavior in a particular direction - for instance to stop a planned project, to buy a new product, to recommend a service, to change their minds on a particular topic, to elect a particular politician, or vote Yes in a referendum, etc.
The core of my model, which I call the Business Campaigning® Model, are 14 rules or guidelines to which you should adhere in order to increase the probability of success of your planned activities, enterprise, organization or campaign. I call these rules the 14 Strategic Campaigning Guidelines.
Since 1998, I have been teaching this approach and how to apply these 14 Strategic Campaigning Guidelines successfully. I have been teaching at universities of applied sciences, at further education institutions, and internally to organizations and companies wanting to improve their