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Sun Tzu Art of War – Momentum & Timing in Strategy

Sun Tzu used two analogies to emphasize the importance of two aspects, momentum and timing. With momentum, even solid water can push large rocks, and with good timing, the eagle was able to break the body of its prey without much effort. As shown below, or the fifth chapter of Sun Tzu’s Art of War.

When the rushing flood throws stones, pushes rocks, it is because of the force of its momentum. When an eagle’s fierce strike breaks the body of its prey, it is because of the timing of the strike. So skilled in warfare, his strength and momentum are so overwhelming and wild, and his timing of the battle is precise and quick.

MOMENTUM

Where and how can we use momentum in business? One aspect where we can gain momentum is advertising. When entering a new market, the first and most important thing to do is to set up your marketing campaign properly. Your marketing campaign should build momentum, constantly and continuously introducing your products and brand to new consumers. Repetition helps consumers better remember your brand and your product. Remind consumers of your products and brands: logos, ringtones, slogans, and more. Many consumers prefer their senses to learn and absorb things. Logos would be for people who are more visual in their learning and jingles and slogans for people who are more auditory. This is why most marketing campaigns include both. For example NIKE’s ‘JUST DO IT’, HSBC’s ‘The World’s Local Bank’ and many more.

So repetition would provide momentum to advance into a new market. With this momentum, you can get yourself noticed in the new market, and consumers who are currently disappointed with what is currently on the market would love to try your products or services. It’s worth noting here that you need to do some research on the competitors who operate in the new markets you’re developing. You need to know if you offer a value proposition to the new market at all. If what you’re selling is the same, whether it’s the sales process or products, it’s unlikely that you’ll be able to keep the market share you initially grab from your competitors.

TIMING

So what about timing? Is timing important in business? According to an article in the Business Times of Singapore (February 23, 2005), many niche restaurants have to close shortly after opening. This is partly due to the poor timing of restaurant openings. They were mostly opened during bad economic times. So you see, bad timing can kill you, but good timing can make you prosper. With investments, we have seen that if we can time the buying and selling of shares well, we would reap the maximum profit, but this is difficult. In business, the timing of entering a new market is also important, for example, when you enter a new market, when consumer tastes change or bad economic times begin, you may not be able to get many sales to sustain your business.

But here it should be noted that this is good and bad timing to implement business decisions. Bad economic times, while resulting in lower sales, also mean lower expansion costs. SEMBAWANG MUSIC, a Singapore-listed company, expanded its branches during the financial crisis because only then were the six places they were looking for cheap and the Singaporean currency was stable while regional currencies fell, allowing them to import a lot of money. Music CDs at low prices. (The Sunday Times, March 27, 2005, page 19). To put it another way, every time there is a right thing and a wrong thing.

So how do we get the timing right? There are two aspects, one is knowledge and the other is experience. Knowledge allows us to gauge the time period when opportunities are about to happen, so we can prepare to take advantage of the opportunity. Now we can acquire the relevant knowledge independently, but getting the timing right depends a lot on experience and attitude. Since timing is like shooting an arrow, you can know the direction of the wind, the strength of the bow, the angle of the shot, and more, but when it comes to the practice of releasing the arrow, it takes experience. As the common saying goes, “Practice makes perfect”, it never says “Knowledge makes perfect”.

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