{"id":5620,"date":"2014-10-08T04:12:19","date_gmt":"2014-10-08T04:12:19","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=5620"},"modified":"2014-12-20T16:37:37","modified_gmt":"2014-12-20T16:37:37","slug":"in-war-and-business-complacency-isnt-an-option","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2014\/10\/in-war-and-business-complacency-isnt-an-option\/","title":{"rendered":"In War and Business, Complacency Isn\u2019t an Option"},"content":{"rendered":"
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I\u2019ve said before that business and war have much in common. Entrenched companies keep doing what got them there, just as victors in war tend to fight subsequent battles with the same tried-and-true tactics.<\/p>\n

However, it\u2019s important to note that battle tactics, as well as business best practices, evolve and change. Upstarts often introduce something new that takes their opponents by surprise. You need to stay alert to survive, because what worked before may not continue be effective.<\/p>\n

So what do businesses need to be doing to stay ahead\u2014especially in today\u2019s rapidly-moving competitive environment? Three major things come to mind, and both involve stepping out of the day-to-day and taking an outside perspective:<\/p>\n

1.\u00a0\u201cKnow your enemy\u201d<\/h3>\n

This is probably the most quoted passage from the ancient Chinese treatise by Sun Tzu,\u00a0The Art of War,\u00a0<\/i>and for good reason. Armies from all over the world have studied (and benefited) from the principle. Understanding your business competition is every bit as important and is an ongoing process that involves more than just knowing who they are. It means studying them relentlessly. Watch how they conduct business. Look for good habits, bad habits and opportunities to fill holes they overlook.Understand where they\u2019re coming from<\/a>. Watch how they interact with customers. Getting into your competition\u2019s heads is just as important as getting into your customers\u2019 heads.
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Understanding your business competition is every bit as important and is an ongoing process that involves more than just knowing who they are. It means studying them relentlessly.<\/p><\/blockquote>\n

2. Make a concerted effort NOT to get mired in business as usual.<\/h3>\n

It can be tempting to keep doing things the same way you\u2019ve always done them, especially when they\u2019ve brought you success in the past. Start looking around more at\u00a0what innovative companies are doing<\/a>, and involve your employees in this process. Dedicate a certain amount of time to studying what\u2019s going on outside your company on a regular basis. Look for innovations out there that you could take advantage of in terms of your:<\/p>\n