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Computer Industry:
Offense vs Defense for a Technology Business
 
Posted 23 months ago on 2/10/2018 and updated 9/16/2018
Take Away:

This article makes the case that offense and defense are equally important facets to running a technology business or any company.

KB102827

Every business is composed of two components known as offense and defense. Offense is the marketing effort to find new customers using cost effective means (organic growth). This can also be comprised of procuring new customers from purchasing a competitor, though this usually entails taking on debt (non-organic growth). Defense, on the other hand has to do with controlling expenses, reducing debt, staying organized, handling legal and administrative issues, etc.

Now, for the $64 question: Which is more important for a technology business – offensive or defensive activities? I would submit that offense and defense are equally important. This is a coexistent relationship where both offense and defense need to be rock solid so the business enterprise can prosper.

Consider a couple of examples of how things can easily fall apart when even one of the two components becomes insufficient for the ongoing health of the business:

You have just begun your new business. You have the bank account, the website is all set up and running, business telephone line, fax machine, office furniture, coffee maker, etc. All the building blocks are in place, except the best one of all: motivation. You have so much fear and inertia that you can’t seem to get going with your marketing. Where’s the offense?

You are running a fast growing technology company and sales are headed to the moon. You have no shortage of customers coming to you. You also have no shortage of debt that you have accumulated. You actually took on way too much and the payments are taking a huge monthly bite out of your cash flow. This is a defensive issue that is starting to negate all the progress you have made on the offensive side. Uh-oh!

I think you get the idea by now. Whether you are running a custom software business like me or any other business, you need to be doing it clean enough and smart enough so the offensive and defensive sides work with one another to put the business on a solid growth trajectory.


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