Fighting talk: time to stop comparing business and war
Sir John Hegarty
Co-founder and Creative Director at The Garage Soho & The Business of Creativity
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The Art of War offers readers a comprehensive guide on how to eviscerate your enemies on the battlefield. The ancient Chinese manuscript is thought to be written by a military thinker named Sun Tzu. In recent decades, management theorists have jumped on the philosophies contained in this book, adapting them for business strategy. Admittedly, it contains some soundbites that are hard to argue with, like: “Great results, can be achieved with small forces.” Another memorable tips is: “Begin by seizing something which your opponent holds dear; then he will be amendable to your will.” I wouldn’t advise following this one to the letter.
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Should we be worried that one of the most-cited books on business is an ancient manual designed to help generals in 475 – 221 BCE wage war more effectively? I think so. Business theorists should try something less hawkish and (slightly) more current. Another centuries-old business guru is waiting in the wings: Leonardo Da Vinci. American historian Walter Isaacson’s brilliant biography offers infinitely more for readers and offers a look at some of the approaches that helped make the Renaissance happen.
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The world needs more Da Vinci than Sun Tzu. Our civilisation is staring down incalculable peril. Environmental catastrophe draws nearer. Regional wars are getting bigger. Technology appears to be dividing more than connecting us. Intolerance and a rise in populism are like flames fanned by fear. Solutions to such problems aren’t simple or linear: but creativity offers a means of approaching them.
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Creativity teaches us to engage with each other, it inspires and unites us. It drives business growth and thrives in collaborating cultures. It loves diversity and discovery. It entertains and delights, driving empathy and well-being. It revives companies, communities, cities and culture. It encourages us to seek beauty and – most importantly – the truth. The answer to our predicament is staring us in the face. The world needs more creativity and less conflict.
Specialist in Content Marketing, Brand Strategy, and Public Relations (xDell | xGoogle | xAmazon | xTechnology Journalist | xMICA)
3 周You said it: something less hawkish
Director - Brand Management at ZEE5| Ex- Star TV| Ex- Joy Personal Care| Ex- Grey Advertising.
1 个月Sun Tzu ??
Global Branding, Marketing & Sales in Luxury
1 个月“more creativity & less conflict”. ?? totally what the world & business needs now.
Founder at Haxted
1 个月Garry Banford your thoughts on this would be invaluable Gaz….
Vivek's DOGE attack dog
1 个月in defence of sun tzu, his intent was to evade more than to eviscerate. that distinction needs be made. having not read the text in ages the detail deserts me. but his strategy was to avoid conflict, largely. the ultimate victory in warfare being not to fight. a master reactor was sun tzu. a student of cause and effect. what can still be learned from him is the sublime power of one's reactivity, compared with one's proactivity. something the ad industry could be more cognisant of, being that it is so overtly proactive, and thus open to reprisals.