17 Signals Capture Enemy Weaknesses for Victory According to Sun Tzu [Part 3 / 3]

14. Misunderstanding Customer Behavior: If a competitor demonstrates an incomprehension or misinterpretation of customer's buying habits, is unable to fully identify the customer's true needs and motivations, they are missing out on the opportunity to present products and services that are pleasing, satisfying, and resolving problems for the customer sharply. Let you focus on studying and understanding the customer deeply through market research, in-depth data acquisition, and close customer feedback. A thorough understanding will allow you to precisely customize your strategy, deliver exactly what the customer wants, and create a more impressive experience than the competitor.

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15. Lack of Flexibility: Observing that competitors have outdated organizational structures and work processes, complicated decision-making and implementation procedures, lack of flexibility to change according to changing circumstances, that's a drawback that you need to take advantage of as an opportunity by using the mobility of small businesses and the flat structure of teams, unlocking the speed of thinking, decision-making and action, flexibility and sensitivity to response is an advantage in adapting to a rapidly changing environment and defeating competitors who stick to traditional methods. "Resilient organizations like water will overcome rock-hardened organizations." This proverb of Sun Tzu reminds us to adapt and be ready to deal with every change.

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16. Lack of Crisis Management Plan: If a competitor expresses unpreparedness and panic in the face of a specific crisis or problem, no contingency or risk management measures are prepared in advance, they are even more vulnerable and easy to attack at the most sensitive times. On the other hand, you must prepare for all situations, plan for a crisis, calculate risks, and rehearse responses in advance. A concise plan and a well-trained team will enable you to deal with specific issues wisely, maintain a positive brand image, and get through the crisis with confidence. As the competitors are in disarray, find a way out.

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17. Limited Resources: If you find that competitors are experiencing a shortage of necessary resources, whether they are manpower, budget, technology, or some talent skills, they will be able to move limited and not be fully competitive. This is the pace at which you need to take advantage of the availability and abundance of resources. Seal the team's strength, run the budget effectively, invest in the right technology, and develop the people continuously. Then move forward with full strength to expand the market, develop quality products, and strengthen customer satisfaction as much as possible. With the unison of resources, you will be able to lead competitors who It's getting stuck pretty far.

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Success often happens to parties that are more ready and resourceful, as Sun Tzu says, "The chance of victory is in us, not up to the enemy." If you keep an eye on your opponent's mistakes and adjust your strategy to take advantage of their weaknesses, you can eventually bring your business forward, win the hearts of your customers and push your competitors out of the field.

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However, looking for the shortcomings of our competitors alone is not enough. We must also keep looking for our shortcomings and development opportunities. We must accept that no business is perfect. We all have different weaknesses and strengths. It is important to fully understand ourselves, know what advantages we have, and should strengthen it, while always accepting their weaknesses and finding ways to improve.

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The real competition is not just to beat our opponents, but to maximize their potential to deliver the best value to our customers. Even if we beat our competitors, if our products and services do not meet our customers' needs and expectations, we are hard to survive in the long run. So, take advantage of analyzing competitors to learn and develop yourself stronger, but do not spend too much time on them to neglect the focus on customers, which is at the core of business operations.

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Another idea from Sun Tzu's martial arts is to choose to fight on a battleground where we are good at and avoid fighting where we are at a disadvantage. Sometimes our competitors may have some advantages that we do not have, such as greater capital, government support, or a wide network of allies. Trying to compete with them on a side we are not good at can be a waste of resources. Fight us to focus on where we are good and different and create an advantage from that point.

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Finally, Sun Tzu's statement concludes: "Knowing the enemy and knowing yourself undoubtedly leads to victory, knowing yourself but not knowing the enemy is a risk of defeat, not knowing both yourself and the enemy leads to defeat in any situation." This sentence clearly summarizes the essence of the competition: we must study and learn our competitors diligently to find weaknesses that should be overcome, while considering ourselves honestly. Always ask ourselves what are the hallmarks, what loopholes are there, and how to improve ourselves. If we understand both our opponents and ourselves deeply, the chances are that we will continue to fight. Victory is higher.

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Business competition is a never-ending battle. The true winner is not the one who defeats the most opponents, but the one who can improve and improve himself non-stop. Grow from learning wrong, learning right, understanding customers and creating value that always surpasses them. If we can do these things consistently, no matter how new competitors come in or how the business environment changes, we believe that our business will continue to grow and make profits in a sustainable way.

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