Fabian Strategy: Slowly Harass Your Victim Until You Win

Fabian strategy is where frontal assaults are avoided in favor of wearing down an opponent. Decisive battles are avoided, and the side employing this strategy harasses its enemy through skirmishes to disrupt supply and affect morale. Typically it is done by the side that believes time is on its side, perhaps because it is fighting in or close to their homeland and the enemy is far from home. Since the opponent has long and costly supply lines and no rapid method of retreat, wearing them down bit by bit saves our resources while significantly impacting theirs. In extension, this term is used for any situation where a large goal is seen as out of reach but can be accomplished in small steps.

This strategy originates from Quintus Fabius Maximus Verrucosus, the dictator of the Roman Republic. He was tasked with defeating the great general Hannibal. At the start of the war, Hannibal boldly crossed the Alps and invaded Italy. The skilled general repeatedly inflicted devastating losses on the Romans. After two crushing victories over Roman armies, Fabius Maximus was given full authority as dictator. He initiated a war of constant skirmishes. His tactic limited the ability of Hannibal’s army to forage for food.

Hannibal was handicapped. He was a commander of an invading foreign army on Italian soil and was cut off from his home country. There was little he could do to win. Hannibal tried to convince Roman allies that it was beneficial for them to side with him. Keyword: tried to. Fabius succeeded in avoiding battle and used that as his main military strategy. He kept sending small military units to attack Hannibal’s foraging parties while keeping the Roman army on hills since Hannibal’s cavalry was superior. Fabius also ordered small villages in the path of Hannibal’s army to burn their crops. The idea was simple: once the enemy was sufficiently weakened and demoralized by the lack of food and supplies, Fabius and his well-fed troop would deal a decisive blow and crush them once and for all.

George Washington was sometimes dubbed the “American Fabius” since he used the strategy in the American Revolutionary War. He used his army to harass the British rather than engage them. The Fabian strategy was also employed against Napoleon’s Grande Armee and was decisive in defeating the French when they were invading Russia. Some even indicate that the recent Russian invasion of Ukraine was a war of attrition — where Ukraine used the Fabian strategy. What’s best is that everything mentioned works in the business context. A company can slowly undercut a competitor by targeting their product’s weak points. A political party can avoid controversial debate and let opponents’ policies fail over time, winning over the public by default. A startup can gradually penetrate the market and refine its product.

Real-life examples of Fabian strategy:

• Military Origin: Fabius Maximus, the Roman general, famously used the tactic against Hannibal during the Second Punic War. Instead of meeting Hannibal in a large, conventional battle, he harassed his forces, cut off supplies, and avoided direct confrontation. This historical strategy shows that sometimes the best way to win is by outlasting your opponent rather than overpowering them.

• Business Competition: a small company avoids direct price wars with a competitor. Instead, it focuses on niche markets, improves its customer service, and gradually wins over loyal customers. The competitor’s market share is weakened over time. By not engaging in a costly, head-to-head battle, the smaller firm leverages its agility and focus to wear down the large, inflexible competitor.

• Political Strategy: a political movement might avoid direct confrontations with a dominant party. Instead, they would focus on shifting public views via subtle messaging. This gradual approach would erode the incumbent’s support base and eventually force a change in leadership without a dramatic, immediate uprising.

• Personal Growth: in personal development, rather than trying to overhaul your life overnight, small, consistent improvements (e.g. daily exercise or meditation, incremental learning) gradually build capacity. The strategy of incremental change reflects a Fabian approach. Small, persistent actions overcome the inertia of old habits and result in substantial long-term benefit.

How you can use the Fabian strategy as a mental model: (1) scan the battlefield — identify areas where your opponent (e.g. a habit, a business rival, a political opponent) is strong and where they are vulnerable, looking especially for potential chokepoints in their system; (2) wear them down — think up a series of small, targeted actions that undermine their strengths (e.g. by disrupting a rival’s supply chain or providing a compelling buy-in for their customers) while avoiding direct confrontation; (3) let the clock tick — be patient, focusing on long-term gains over immediate victory; (4) watch your enemy — monitor your opponent’s defenses and adjust your stratagem accordingly, using feedback to refine your tactics (e.g. if incentivizing their customer base does not work, try marketing that taps into their users’ needs with a slightly better or cheaper offer); (5) yoga business moves — keep alternative strategies in mind and stay quick on your feet so that you can respond to unexpected moves by your opponent.