Go-to-Market Warfare

In his seminal work On War, the Prussian general and military theorist Carl von Clausewitz introduced the concept of “absolute war” or “total war.”

Absolute war refers to the theoretical construct of war without limits, where all available weapons and resources are deployed to completely annihilate the enemy. As Clausewitz stated:

“We see, therefore, that war knows no other limit than that which is either imposed on it by the political object or the maximum exertion of measures. Any moderation shown by one of the parties to a conflict, an exchange of courtesies over some minor arrangements, is opposed to the nature of war and would only be excusable under some exceptional circumstances.”

In Clausewitz’s theoretical construct, absolute war involves the complete mobilization of all available resources and the removal of all political, economic, social, and moral restraints to completely annihilate the enemy.

It is the escalation of warfare to its utmost extreme, unencumbered by any limita…