TACTICS FOR DISRUPTION
The final three S's are concerned with tactics or punch/counterpunches used in a hypercompetitive environment. Shifting the rules of competition is concerned with actions that redefine the battlefield. By shifting the rules of the game, the company creates new opportunities to satisfy customers. The company finds new ways of satisfying customers that transform the industry, such as adapting the personal computer to serve the mainframe computing industry or inventing the disposable razor to transform the market for standard razors.
Signals—verbal announcements of strategic intent—are important preludes to more powerful actions. Signals can stall the actions of competitors or create uncertainty that erodes their will to defend against attacks. They can preannounce or fake aggressive offensive moves that alter the behavior of competitors. Thus, signals can be used to disrupt the status quo and interactions between companies and thereby create an advantage.
Simultaneous and sequential strategic thrusts are the use of a series of actions designed to stun or confuse competitors, disrupting the status quo to create new advantages or erode those of competitors. Whereas traditional strategic actions have been treated one at a time, actions in hypercompetition are used in combinations that are difficult to unravel and difficult to defend against. These thrusts move on several geographic or market fronts simultaneously. By manipulating competitors' reactions using a series of simultaneous or sequential actions, they result in the initiating company's advantage. Simultaneous and sequential strategic thrusts are used by hypercompetitive firms to harass, paralyze, induce error, or block competitors
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