Fight to win: War Strategies for Business survival

When you are asked what time it is, you just have to say, “it is time fight for my life”. We are in the middle of a raging global pandemic ravaging our lives. There is a devastating negative economic impact that has seen some businesses either closing, laying of staff or downscaling their operations. The marketplace has always been a battlefield; fighting for a piece of the market share. The battles have intensified considering the fact that there is only so much business left. Customer priorities have shifted, and their pockets have shrunk. More people are trying to start businesses thereby escalating the pressure. As a businessperson; you are a commander in chief of that enterprise. Here are a few fighting tips.  

1.     New terrains need new thinking – not every battle is the same. When you fight in the thickets it is different from fighting in a dry valley. If you choose to maintain your old way of thinking, then that seals your fate. Your persistence in following the old strategy can signal your downfall. Change your spending habits, manage the costs because there is a huge battle ahead. You cannot behave like everything is still the same. Your profit margins will be hit hard. You will work so much and sometimes get less in a quarter than you did in one week. Adjust to the new terrain and that begins with reshaping your mindset towards what winning means.

2.     The battle ahead needs new weaponry – You cannot win today’s battles using artillery from the past. It worked then but maybe not as effective today. Where we used to use billboard and newspapers for marketing, digital tools are the in-thing now. Your customer no longer lives in their offices; they live online. More than acquiring new weapons, it is also about knowing how to maximise usage. As commander, you may not operate the machines but have an understanding of these new tools to help your troops. 

3.     It is no longer survival of the fittest – it is survival of the most agile and creative. You may have had a solid bank balance which proved that you were financially fit. It is easy to bask in past victories forgetting that the battles ahead can wipe all the gains you have had. Creatively protect the proceeds from previous conquests while thinking of how to multiply them. Strategically deploy your resources. Put your money where it matters most. Sharpen your critical thinking and problem solving because yesterday’s problem may no longer exist. Change your factory’s production line to match the new demands.  

4.     You may need to lose to gain, retreat to advance – Commander, the thought of losing paralyses you because no one ever prepared you for it. Sometimes you need to shed off what you are protecting to push you to venture into what you have been scared of for too long. Could it not be time to unleash those ideas? Lose the old to gain the new. You may even lose some soldiers in the process. Loss of one battle is not loss of an entire war. Keep your eyes on the ultimate not the immediate, pressing and seemingly painful. When you step back it gives your opponent a false sense of comfort that they are winning. The retreat buys time for introspection, reflection, consolidation, revival as well as revision of how you have operated. To make a long jump, you step back the farthest to give you greater momentum. Plan with your army. You are not the only one with ideas. 

5.     Know the real enemy and focus – going to war without an understanding of who or what you are fighting is tantamount to loss of effort and resources. Do you know what your “enemy” is up to? In your industry, how many new competitors have you gained as your terrain shifted? Your customer suddenly has access to suppliers that are probably cheaper and not necessarily in the same geographical location. How do you fight with those who have been in the game longer and possibly have the much needed financial muscle and well oiled strategies. Profile your new enemy carefully.

6.     Understand seasons and know what to do – It is important to direct your resources where it matters the most. In this case you need to ensure survival. Know and appreciate the season in which you are fighting. A great army does not spend time shooting at the weather. It spends time understanding how to live within the weather. There are things you will not be able to control. Just be aware of them; position your army to not be washed away but to know what to do under the new weather conditions. Don’t shoot at random. When the mist settles, be surgical about where you are aiming then shoot. 

7.     Your former allies could be your new challenge – Watch out that as you retrench you may lose those you want to keep and keep those you would rather not have in your army. However, know that the talent leaving your army knows you and your business well. They understand your strategy and capacity. Just be aware that you could be creating new competitors. Of course, this is business. What are you doing to ensure your army still stands out in the midst of new players in the same field? Position your brand well and don’t take your customers for granted because they will vote with their feet and leave.

Are you ready to fight one more time? Success in battles is not automated. It takes sacrifice and determination. Gather yourself commander; rally your troops, techniques and tools. It is time to put on the biggest survival fight of your life. Rather not fight until you are ready to go the full length.