Winning the Business War in 2010 (I)

Tony Ajah

The reality of the global recession has shown that doing business now is not a joke, even in the most ‘stable market’. Very many were taken aback by the upturn in the economic situation globally. This is not to talk of the peculiarity of business activities on the home soil, which on its own, is not smiling at all. I have observed with keen interest ‘businessing’ in Nigeria for some time now, especially amongst budding entrepreneurs what we know and do and the result that we get.
Having been privileged to see how similar things are is done in a couple of other African countries, I will be right to say that doing business over here is a ‘serious exercise.’ In fact, doing business in Nigeria could best be described as war! You have several factors to battle with, many of which tend to discourage or test your might, your fighting spirit and your staying power. Dozens already are casualties and many more are on the line. The above situation substantiates John Collins’ statement that competing in the market place is like war. You have injuries and casualties and the best strategy wins.
The factors to resolve could be political, economical, social, infrastructural or even legal. They make it somewhat challenging, if not difficult, for one to sail smoothly in the country’s business waters. And to pull through in such a terrain would require preparing with all arsenals and winnable strategies at your disposal (including the ones you can hire) except that you want to become a business tale.
Interestingly, or ironically as it seems, this is a war worth fighting. After all, countless businesses are winning in the same ‘war zone.’ And several investors are trooping in their hundreds and thousands (from Asia, Europe and beyond) to face the war and ultimately ‘take some spoils’ on our home soil! What are you still waiting for? And the war would still go on and on.
Until we realise that we are at war, our way of ‘businessing’ will not change this new year. It’s war because there is so much to fight for. In case you don’t know, it’s on record that most wars are fought because of wealth or resources of all sorts. Same is true on our own soil: we have the market, we have the resources, we have the money and people (with conflicting interests). Why won’t there be war?
The situation on ground should call for caution of some sort. I have realised that the problem is not always the problem itself but the capacity of the person facing the problem. What had overwhelmed Dick may pose no harm to Harry. That is to say, if you possess what it takes, facing this war ceases to be a threat but fun.
There are vital statistics and findings to show that running a business in Nigeria is a tough one relative to what is obtainable in other developing countries, even within Africa. (I am not saying that our business environment is entirely bad but that it could be better). Possessing enduring business stamina is very: important to surviving before thriving in such a situation.
A big question now is: what strategic formulae do you have to winning this war? To win in any war, you have to adopt proven winning strategies. It might interest you to know that I am already in the battle field. I run my business which I can best describe as challengingly fun. I have got some experiences and skills to share. They could be of immense benefit to you as you face or even prepare to face the battle your battle this new year. Consider and take from the following prescriptions.

Be Tough
Doing business in Nigeria demands toughness; you have to be tough in spirit, tough in soul and tough in body. This would largely account for your victory or defeat as the battle rages. Situations on this business soil would stretch you beyond ordinary limits, time and time again. A friend once visited me from outside the shores of this country and screamed: ‘How are you guys managing in this type of environment? It’s really tough!’ That captures what I am saying. I doubt if anyone has ever won a battle being a ‘gentle man’; you have to be very tough. Our business front smiles at no one but the tough ones. It’s always business unusual, some of which have deferred established business theories and hypothesis.
The environment itself is tough and requires tough, if not tougher people to conquer it. As the going gets tough, the tough gets going but the tougher ones win. Except you want to give up like others, toughen up and work extra hard. This business landscape favours the tough!
Toughness in business means mental concentration and willingness to pay attention to performance and to correct it through measurement and reinforcement. It also requires boldness. Some others may refer to it as courage. It takes courage to go to war; it also takes courage to fight until victory is achieved. Those without requisite largeness of heart have a lot in this battle field to make them quit. Be necessarily stubborn; stubbornness here is virtue.
In the words of C.S. Lewis, ‘Courage is not simply one of the virtues but the form of every virtue at the testing point’. For every war that’s worth fighting, there would be time you’d feel scared, or even get to the edge of giving up. If I tell you that I’ve not thought of quitting business here, I’d be lying to you. I also want you to know that I had reasons to cheer when I developed my business toughness and muscles. You too can do the same. Before you throw in the towel, ask yourself: ‘am I stronger than the prevailing circumstances, or am I still operating from an elementary level’? Answering this question would put you in a better position to face whatever comes.
Being tough would make you demand more from yourself. And it is when you demand more from yourself that you have more than everyone else. When you become tough and act boldly, even unseen forces will come to your aid. Believe me!

Be Aggressive
‘It’s not enough to fight. It is the spirit that we bring to the fight that decides the issue’. Those were the words of George Marshall, a onetime US army general. In business, like in every war, you can’t approach bashfully and expect to emerge victorious. Everything on ground calls for aggression. Doing business as usual in this fresh season may turn your outcome the way you wouldn’t like.
Be proactive rather than reactive. It’s not enough to sit back and watch what happens (to you) in the battle field; you’ve got to stand up and initiate (create) things. Douglas MacAthur, one time US army general advised, ‘Defensive strategy never has produced ultimate victory’.
In war, it has been observed that one of the best forms of defense is to attack. Launch an offensive, and watch it. Never try to live at the mercy of your opponents lest you get enslaved, or worse still, killed. The future here belongs to the aggressive fighters who are largely in control of what happens to them, and to others.
‘Standing on the defensive’, Tzu Sun advised, ‘indicates insufficient strength; attack a super-abundance of strength’. (However, let me sound this warning: your attack must be a calculated attack and not a mindless one just for the sake of attacking).

Be Flexible
In every war, it takes strategy to win. In the same vein, a lot in business depends on strategy. Strategy is a combination of several factors peculiar to a given business situation in delivering the desired result. However, I can summarise it as first focus, then flexibility. While the former shows you what you want to achieve, the latter brings you there.
Here’s my point: nothing kills a business faster like rigidity in your methods and approaches. You must be flexible to reach your focus, whatever it is. The war, or rather business environment, is dynamic and constantly in a state of flux. You can’t win a battle remaining stiff, except you want to be broken into pieces. Flexibility is your ability and willingness to adapt to the situation at hand wisely, and more importantly, swiftly.
This is the moment you might need to re-strategize and integrate a new strategy. I call this the scoreboard-strategy. You employ this strategy based on the current realities at the battlefield. Each business day is a classroom opportunity to learn what works and what does not.
Effective strategy is totally responsive to the changing circumstances and looks at what is happening in the light of what you want to achieve. To do this, you’d have to be creative know what and where to adjust and consolidate, and what to pay less attention to. By and large, eliminate the unnecessary. At least, you must have known your opponent(s) better including their strengths and weaknesses.
Making key adjustments might well turn out to be the secret to winning. You may work so hard, but without feedback, you wouldn’t know how well you are doing. Flexibility enables you to exploit new realities. This is made bearing in mind what the rival is doing (or likely to do). So, you can counter whatever scheme he has got to come out tops.

To be continued

Tony Ajah is a Business Growth Strategist, and the Principal Strategist, TA Strategist Solutions, a Lagos-based firm into business development. He can be reached on www.ta-strategist.com tony@ta-strategist.com ajahxt@yahoo.co.uk. 08051403056