See your team through the eyes of a military vet.

During the early stages of my career, I had the opportunity to speak with a military veteran who discussed the process of fire support on the battlefield. He explained to me the concept of bracketing and range correction, as well as four techniques for area adjustment fires: successive bracketing, hasty bracketing, one round adjustment, and creeping fire. This conversation proved to be invaluable to me as I later found I could apply these concepts to branding.

The knowledge I gained from this veteran allowed me to better understand the importance of accuracy and precision in hitting a target. By utilizing these same techniques in branding, I was able to adjust my approach based on my target audience’s preferences and behaviors. I found that this approach helped me to make more informed decisions, ultimately leading to more effective branding campaigns.

The process of successive bracketing and hasty bracketing in the military, for example, allowed me to understand the importance of testing and refining branding messages to better connect with my target audience. Similarly, one round adjustment helped me to quickly adjust to changes in the market, while creeping fire taught me the importance of taking a slow and steady approach to achieve optimal results.

The concepts of bracketing, range correction, and the various techniques for area adjustment fires have helped me to better understand the importance of accuracy and precision in my branding efforts. Applying these principles has allowed me to better connect with my target audience and make more informed decisions in the ever-changing market.

In many ways, the members of an artillery team can be compared to the members of a sales, marketing, and branding team in a business. Each member plays a specific role and contributes to the success of the team as a whole. Here’s a comparison of the roles:

1. Gunners – The Gunners in an artillery team are often considered the “doers” of the team. They execute the plan and hit the target. Similarly, in a business setting, the sales team can be compared to the gunners. The sales team is responsible for executing the strategy and hitting the target, whether it is meeting sales quotas, closing deals, or achieving revenue targets. They are the ones on the front lines, engaging with the customers and delivering the products or services. Just like the gunners, the sales team plays a critical role in achieving the business’s objectives and delivering results.
2. Ammunition Handlers – The Ammunition handlers in an artillery team are responsible for ensuring that the right ammunition is delivered to the right place at the right time. They play a critical role in the overall effectiveness of the team. Similarly, in a business setting, the operations or logistics team can be compared to ammunition handlers. They are responsible for ensuring that the products or services are delivered to the customers on time and in the right condition. They handle the transportation, storage, and delivery of the products or services, making sure that everything runs smoothly. Just like the ammunition handlers, the operations or logistics team plays a critical role in the overall success of the business.
3. Forward Observers – Forward observers in an artillery team are responsible for gathering critical information about the target, such as location, distance, and movement, and relaying it back to the team to ensure that they can hit the target accurately. Similarly, in a business setting, the market research team can be compared to forward observers. They are responsible for gathering information about the target audience, such as customer needs, preferences, and behavior, and relaying it back to the marketing and branding teams to ensure that they can develop effective campaigns that resonate with the target audience. Just like the forward observers, the market research team plays a critical role in the overall success of the business by providing valuable insights and helping to ensure that the business is hitting its target accurately.
4. Fire Direction Control – Fire direction control in an artillery team is responsible for processing the information provided by the forward observers, making necessary adjustments, and communicating those adjustments to the gunners to ensure that they hit the target accurately. Similarly, in a business setting, the marketing and branding teams can be compared to fire direction control. They use the insights and data provided by the market research team to make strategic decisions about the business’s branding, marketing, and sales approach, and communicate those decisions to the sales and operations teams. Just like fire direction control, the marketing and branding teams play a critical role in the overall success of the business by ensuring that the business is hitting its target accurately and delivering the right message to the target audience.

In both military operations and business settings, each team member plays a critical role in the success of the team as a whole. The gunners, ammunition handlers, forward observers, and fire direction control work together to achieve the desired results in the military. Similarly, the sales, marketing, and branding teams in a business setting must work together to understand the target audience, make strategic decisions, and deliver results to the customers. Both teams require close coordination and communication to achieve their objectives.