Sun Tzu thought that a war must be won before the fight: “In war, the victorious strategist only seeks battle after the victory has been won, whereas, he who is destined to defeat, first fights and afterwards looks for victory”.
The planning of activities, as many other common activities in the business world, proceeds from the military activity. Although this kind of thoughts is useful for the business world, it is very important to establish a difference between business competition and war. There are several things to be considered:
- The aim of a strategy for war usually is the total defeat of the enemy; however, the aim of a business strategy is to improve the positioning of the company.
- In a classic warfare scenario there are two factions, while in a competitive market the number of competitors can be huge. Business strategy usually is more complex than warfare strategy in a conventional scenario because of the number of involved organizations and the links among them. On the other hand, it is true that modern geopolitics is making more complex day by day too.
Competition is a thing that is not very easily simplified. We cannot eliminate easily a competitor when he is better than us although that fact would make our life easier.
Classic business strategy is many times inspired by military one. This must be done being very cautious, although many principles of military strategy could be useful for business activity.
Sun Tzu said for instance that a way in which a ruler can bring misfortune to his army is “by attempting to govern an army in the same way as he administers a kingdom, being ignorant of the conditions which obtain in an army”.
This sentence is very interesting to start a discussion: Is business activity similar to govern an army, or similar to govern a kingdom? Many businessmen would say that it is different to both activities, and they, probably, are right. Sun Tzu’s previous sentence can be applied to business. A business cannot be administered like a nation because while they are in a competition while public administration is a pure monopoly, however this fact does not imply that a business must be governed like an army because workers with labor contracts have not the same compromise with the organization than a soldier who has made a pledge of allegiance.
One of the main problems in many businesses is to get people be involved in the strategic decisions of the company. A citizen is like a shareholder of a country that has the right to vote about how the nation must be governed; however, a worker has not that legal capability. The directorate must create a working environment that let the worker to feel he is contributing to make something great providing value for him and for other ones.