Sun Tzu on Adaptability - Part 5 of 6
“Water shapes it course according to the nature of the ground over which it flows; the soldier works out his victory in relation to the foe whom he is facing. Therefore, just as water retains no constant shape, so in warfare there are no constant conditions. He who can modify his tactics in relation to his opponent and thereby succeed in winning, may be called a heaven-born captain.” - Sun Tzu, The Art of War
Learn Good Business Sense from Water
It might sound a little crazy at first, but we could all learn a few lessons from water. How much time and energy do we waste in an uphill battle with ineffective marketing, poor CRM, and ineffective information systems? How many of the tedious chores in your business could be automated and integrated? Isn’t it time to stop fighting the current and look for an easier way? When the water of a river runs into a boulder, it adapts, changes course, and finds a way to its ultimate goal no worse for wear.
Sun Tzu wasn’t the only one who felt we could all learn from the properties of water. A few weeks ago, Harrison at MenWithPens discussed the Book of Water in The Book of Five Rings, an ancient Japanese sword fighting guide. The author, Miyamoto Musashi says “Fixation is the way to death, fluidity is the way to life.”
Bruce Lee, one of the great martial artists of our time had this to say: “Empty your mind, be formless, shapeless–like water. Now you put water into a cup, it becomes the cup. You put water into a bottle, it becomes the bottle. You put it in a teapot, it becomes the teapot. Now water can *flow* or it can *crash*! Be water, my friend.”
Of course, they were talking about deadly combat, but the same clearly applies to businesses in today’s economy. Consumer needs and expectations are changing so quickly that being anything other than fluid and adaptive is suicide. Technology has changed everything. Old industries like traditional newspapers are facing extinction unless they can find a new place in the digital world.
How Can We Adapt?
Fortunately, small businesses have a real advantage in this area. As I’ve mentioned before, big businesses are choked by their own bureaucracy. American car makers have faced recent criticism for their inability to innovate and adapt to changing consumer demands. As a small business owner, however, there are probably only a few stakeholders for you to consult with on any decision. You may run it by your partners, employees or spouse, but ultimately decisions are likely up to you. YOU have the power to drive change, to keep your company responsive to your customers’ changing needs and tastes. Here’s how:
Keep Learning
No matter what business you’re in, there are always people you can learn from. First, there are tons of great books out there on managing your business. Pick up a few of these and learn some things you didn’t know that you didn’t know. Or maybe you could teach yourself how to use a new technology, or some of the more obscure features in Microsoft Office. I came across a company called VTC that offers awesome online training videos. I think I’ve even got a 30-day free trial coupon around here somewhere… drop me a note if you’re interested. The web’s full of great resources, just look around!
Watch the Trends
Subscribe to magazines or blogs specific to your industry. Keep an eye on the trends as they develop and ask yourself how you can position your business to take advantage of them. For example, I read an article about the growing impact the blogosphere was having on small businesses and decided soon after to launch OnYourBusiness. With tens of thousands of new blogs starting every day, there’s definitely a trend in that direction. If you’re keeping track of experts’ opinions in your industry, you’ll be ready to meet those changes as they happen. There won’t be any big surprise when consumers start demanding something else, and you’ll be able to react before your competitors.
Talk to your Customers
No one knows how consumer needs are changing quite like the consumers. Ask them what their needs are, how your product or service fits those needs, and what you could do to make things better. Better yet, survey them about the trends you’ve been reading about in your industry and see how they really feel. If their needs are heading in new directions, perhaps your business should too. Or maybe they’re just not in your target market anymore, in which case there’s no sense fighting against the current. Just go with the flow…
What’s next?
The end of the series! I’m getting a little Sun Tzu’ed out.
Sun Tzu on Leadership - Part 6 of 6
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