We interviewed best-selling author and SMU Cox marketing professor Arjan Singh about his latest book, “Competitive Success: Building Winning Strategies with Corporate War Games.”
Q: What inspired you to write about corporate war games?
Prof. Singh: Corporate war games are a powerful tool for businesses to prepare for the future. I was inspired to write about them because I’ve seen how effective they can be in helping companies think ahead, make better decisions, and handle competition. I wanted to share these insights in a way that anyone could understand and use, especially because it’s a method that combines strategy, creativity, and teamwork. It’s exciting to see how these games can lead to real, positive change in organizations.
Q: What research did you conduct for your book, and did you uncover anything surprising or fascinating?
Prof. Singh: For my book, I researched real-life business challenges and how companies handle competition, disruptions, and market changes. I interviewed business leaders, analyzed case studies, and reviewed war games I had facilitated. One surprising thing I discovered was how many companies underestimate their competitors or fail to see opportunities because they focus too much on their current success. It was fascinating to see how war games open their eyes to blind spots and inspire creative solutions. I also learned that some of the best insights come not from senior executives but from team members closer to the frontlines of the business.
Q: Can you share a behind-the-scenes anecdote or some interesting facts about the creation of the book?
Prof. Singh: One fun behind-the-scenes moment was during the writing process when I realized I was essentially conducting my own war game—deciding how to position the book, who my “competition” in the business book space would be, and how to make the content engaging and practical. It felt like I was practicing what I preach! An interesting fact is that some of the scenarios I included in the book came from actual war games I facilitated, but I adapted them to protect confidentiality. It was nice to revisit these cases and see how teams approached problems differently depending on their industry or culture. One team, for instance, came up with a solution so creative and unexpected that it became a real-world strategy for their company—and it worked! Moments like that reminded me why I’m so passionate about this work.
Q: What can business students take away from reading your work?
Prof. Singh: Business students can take away practical skills for thinking strategically and planning for uncertainty. My book teaches them how to analyze competitors, anticipate challenges, and explore creative solutions—all skills they’ll need in their careers. It also shows them the value of teamwork and how diverse perspectives lead to better decisions. They’ll learn how to simulate real-world business scenarios and think like a leader, which is especially useful in today’s fast-changing world. Ultimately, the book gives students a toolkit to approach problems with confidence, curiosity, and a strategic mindset. It’s about being prepared for anything and staying one step ahead.
Q: What was the best business advice you’ve ever been given?
Prof. Singh: The best business advice I’ve ever been given is: “Don’t just react to the present—prepare for the future.”
This advice taught me the importance of thinking ahead and not getting too comfortable with success. Markets, competitors, and customer needs are always changing. The businesses that thrive are the ones that anticipate change and adapt quickly. It also reinforced the value of asking tough questions, like “What if this doesn’t work?” or “What would my competitor do next?” Being proactive, rather than reactive, has been key in my career and in the strategies I share with others.
Q: What projects are you working on and what’s next for Professor Singh?
Prof. Singh: Right now, I’m working on several exciting projects. I’m designing corporate war games for companies facing competitive challenges, and I’m helping business students and leaders learn strategic thinking through workshops and courses.
Looking ahead, I want to explore how strategic tools like war games can address broader challenges, like sustainability and social impact. I’m also considering a new book or course that focuses on using strategy in complex, fast-changing environments. For me, it’s always about helping people and businesses prepare for the future in practical and impactful ways.
Prof. Singh’s book is available now through SMU Libraries.
Special thanks to Prof. Arjan Singh for this interview.