[Ads-l] jiujitsu/jujitsu (tactics) (1990)

Barretts Mail mail.barretts at GMAIL.COM
Sat Jun 15 18:46:50 UTC 2019

Cloudflare (https://www.cloudflare.com/ <https://www.cloudflare.com/>), which provides various forms of protection for websites, has a webinar titled "Cloud-Jitsu: Migrating 23TB from AWS S3 to Backblaze B2 in 7 hours”.

The OED has jujitsu/jiujitsu as a martial art.

Wiktionary (https://en.wiktionary.org/wiki/jujitsu#English <https://en.wiktionary.org/wiki/jujitsu#English>) says it also means “Precision maneuvering”.

1. https://tinyurl.com/y5nk7ltx <https://tinyurl.com/y5nk7ltx>
West of Eden: The End of Innocence at Apple Computer, p.257
Frank Rose
1990 (first published 1989)

They called for “marketing jiujitsu” to turn IBM’s strengths into weaknesses while transforming Apple’s weaknesses into strengths.

2. Barry Popik is cited by JL (http://listserv.linguistlist.org/pipermail/ads-l/2004-July/039534.html <http://listserv.linguistlist.org/pipermail/ads-l/2004-July/039534.html>):

A Summer Taste Test
By Matthew Goodman
July 23, 2004

This prodigious bit of marketing jiujitsu took the kosher laws, which never had mattered to more than a very small segment of the population, and made them a selling point for the population at large.

3. https://articles.bplans.com/strategic-jujitsu-new-business-models-for-early-stage-entrepreneurs/ <https://articles.bplans.com/strategic-jujitsu-new-business-models-for-early-stage-entrepreneurs/>
Strategic Jujitsu: New Business Models for Early Stage Entrepreneurs
Ralph Welborn

Jujitsu is the martial art whereby you use your opponent’s strengths or your own (oft-perceived) weakness to your advantage.

4. https://www.articulatemarketing.com/blog/learn-from-your-competitors <https://www.articulatemarketing.com/blog/learn-from-your-competitors>
Business jujitsu: what you can learn from your competitors
Clare Dodd

not mentioned outside of the title

My thanks to Mark Mandel who kindly pointed out off-list how hard my emails are to read and for suggesting I change the punctuation separating citations. (Still experimenting but I think this is slightly better.)

Benjamin Barrett
Formerly of Seattle, WA

The American Dialect Society - http://www.americandialect.org

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