“Thực chiến”, a term that has become a powerful buzzword in the Vietnamese marketing community. From job descriptions and course advertisements to personal branding, the phrase appears everywhere as a badge of honor, a declaration: “I have real-world experience; I don’t just talk in hypotheticals.”

However, this popularity often leads to a key misunderstanding: that practical application negates the need for theory. Many dismiss foundational knowledge, viewing academic learning and research as irrelevant. Yet, effective real-world execution always rests on a solid theoretical base. Take Israel’s Iron Dome and Arrow 3 missile defense systems; their battlefield success isn’t just from being “used in real war,” but from decades of scientific and technological research—their real-world results are born from world-class theory.

In marketing, a truly skilled professional focused on real-world results not only executes directly and reacts with agility to market changes, but also crucially leverages theory to make sound, timely decisions about customers, markets, and channels.

Unfortunately, many interpret “thực chiến” as merely running ads, writing content, and doing as much as possible without needing to learn the fundamentals. This is as dangerous as a soldier going into battle without understanding the principles of their own weapon.

While there isn’t a perfect one-word English equivalent for “thực chiến,” terms like hands-on, practical, and applied best convey its meaning of direct involvement and real-world application of knowledge. All three terms point to a single truth: real-world application is not the opposite of theory. It is the process of putting theory into practice.

Let’s revisit the example of Israel’s missile defense systems, which were developed in an environment of constant, real-world conflict.

Israel’s Iron Dome and Arrow 3 missile defense systems exemplify how theory underpins effective real-world application. The Iron Dome, with its up to 90% success rate against short-range rockets, relies on precise physics, trajectory calculations, and advanced sensors. The more advanced Arrow 3, intercepting ballistic missiles outside the atmosphere, is the culmination of decades of theoretical research in physics and guidance systems.

These “battle-tested” systems are effective not merely from use, but because their real-world performance is built on a robust theoretical foundation; without understanding operational principles, any live firing would be a failed experiment.

Real-world application (“thực chiến”) isn’t opposed to theory; it’s the direct outcome. Just like military success depends on scientific principles, effective marketing requires a deep grasp of its fundamentals. Without this theoretical grounding, even the most dedicated “real-world” efforts may fall short of their full potential, as genuine impact stems from knowledge applied, not merely activity undertaken.