All warfare is based on deception. Hence, when able to attack, we must seem unable; when using our forces, we must seem inactive; when we are near, we must make the enemy believe we are far away; when far away, we must make him believe we are near. Hold out baits to entice the enemy. Feign disorder, and crush him.
– Sun Tzu, The Art of War
Behind the divisive politics, pundit rampage and laugh-out loud diplomatic correspondence of the past month lies a few great lessons in strategy. Every unexpected or game-changing event must be looked at as an opportunity to revisit our objectives and further our interests. As with most things in life, attitude and resilience in the face of a shifting environment is what defines success.
The market is never in our control, the best we can do is understand its basic dynamics. When the environment changes, much like it did for diplomats following the leaks, calm determined actions are required. The US government knows it can’t stop Wikileaks, so while they developed new strategies in each region, they also acted like very publicly like they were in panic mode.
Startups often get caught in in reverence for honesty and openness and forget that business is a complex strategic game. Their is a time and place for openness, and also for deception. A startup by its very definition survives by the sheer disbelief of the establishment, quietly building market share and technology assets. Help them ignore you and believe you are a non-entity.