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

[Barretts Mail]

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)

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

THE FOOD MAVEN: Good Dog!
A Summer Taste Test
By Matthew Goodman
July 23, 2004

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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.
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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
Undated

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

not mentioned outside of the title
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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


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