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“The unexpected, always the unexpected.
If they expect you to move right, move left. The first law of survival in this jungle that you’ll inhabit.
The unexpected move. “
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The Avengers
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“She was already learning that if you ignore the rules people will, half the time, quietly rewrite them so that they don’t apply to you.”
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Terry Pratchett
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Well. Far too often in business we talk about making an “unexpected move” to gain an advantage as “zig when they zag.”
So lets’ take a minute and talking about the whole “zigging when they zag” bullshit. To be clear. On a football field zigging when they zag can be effective, but in business it is bullshit.
Look. I am all for running with a temporary advantage when given the opportunity <and, yes, about 97.385% of advantages are temporary — I made up the 97.385% number>. But that is not ‘zigging’.
I am all for hunkering down on a specific distinctness when it appears the rest of the category is bumbling around in an array of meaningless claims. But that is not zigging.
I am all for leaping through a window of opportunity when the window cracks open. But that is not zigging.
Suffice it to say … zigging, in general, is a stupid strategy.
Let me explain why.
Most industries, once they have a fair number of competitors, is more like a 7
lane superhighway where everyone is driving in the same direction within the same guard rails.
Not everyone will like thinking that, but the truth is that most businesses have smart people who see the same information and do all the necessary research with people who are likely, and not likely, to buy whatever it is they are selling and therefore strategies are in the same realm and everyone is pretty much competing in the same arena.
This means a couple of things.
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Everyone is speeding toward the same approximate destination.
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If something is obvious to you, it is most likely obvious to them.
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What all of this means is you have to move, but most moves have to be done artfully.
So maybe despite the fact I balk at the whole ‘zig when they zig’ and ‘unexpected’ anything in business gives me heartburn it is possible I could discuss the art of the unexpected move.
I call it “art” because unpredictability as normal behavior is bad. No one likes someone who is unpredictable 100% of the time and organizations <alignment, operations and ‘day to day doing’> tend to respond poorly to unpredictability (so do customers).
In my highway metaphor unpredictability most likely means either <a> a crash or <b> slowing down and you get passed or <c> you are now on a completely different road than all the other competitors speeding toward sales, & customers.
As for predictable? Yikes. Boring. Lack of creativity. Bad <in a different way>. Let’s just call predictable “lack of any art.” In my highway metaphor this most likely means you are cruising in one of the right lanes, the slower lanes, and people are passing you all the frickin’ time.
This suggests making a move in your industry take more art and artfulness to navigate the path you desire or take advantage of the opportunity that may open.
This suggests, in the business world, you sit up and pay attention just with a little more focus when someone pulls out the “maybe we should zig when they zag” tritism. You do so mostly because anyone who says that who is not on a football field most likely has their head up their ass <but want to say something catchy in a meeting to be noticed>.
I say that, again, because most time in a business industry companies are going in a direction for a reason … that is where the sales are. So ‘zigging’ when everyone else ‘zags’ more than likely means they are heading toward sales and you are not.
Ok. Now. If you want to tie ‘unexpected move’ to survival … well … that is a different story. Survival does have a nasty habit of forcing some unexpected maneuvering. Ok. Maybe out of desperation the predictable in us decides that maybe being ‘unexpected’ may actually be called for.
I would suggest that if you find yourself in desperate times rarely is anything artful in that moment. But I would suggest that in a desperate survival mode I can offer two lists you should write up on some big board in some big conference room and make sure you discuss. There are basically 4 basic responses to a threat <or opportunity I imagine>:
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Fight
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Flee
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Deceive
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Submit
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Any move you choose to make will be derived from one of these four spaces.
Choose wisely.
Once you have chosen <wisely> effectiveness in a survival fight basically comes down to 4 things <in the order of importance>:
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aggression and willingness to hurt your competition
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willingness to get hurt yourself
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skill and knowledge
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strength and power
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Some may haggle with my order, but the top two will dictate your success regardless of how you stack the last two. And of the last two I would suggest most of the time knowing what to do is more important than brute strength.
Choose wisely <but always choose the first two or you will get crushed>. I offer these two lists because when anyone suggests zigging when someone zags I bring these out.
Shit. I bring these two lists out almost any time a business wants to talk about effectively competing in an industry.
Why?
Because nothing really matters if you do not figure out these two lists.
Why?
Going back to what I said earlier … advantages are temporary and the other guys/gals you are competing against are as smart as you are. You don’t zig just for the sake of zigging <that is wasted organizational energy> and if you do have to take an unexpected move it is most typically a response to something in the situation <opportunity or threat>.
While we like to talk about zigging and zagging the reality comes back to the highway. You have to move forward and keep moving forward <or get run over>. The only zigging anyone should ever talk about is either moving into another lane to pass someone or another lane to let someone pass you or change lanes to avoid a crash.
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“Desperation is the raw material of drastic change.
Only those who can leave behind everything they have ever believed in can hope to escape.
William S. Burroughs
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Unexpected moves just to do something unexpected is stupid.
It is in the same category as change for change sake.
It is in the same category as zigging when they zag.
Now.
Unexpected moves made in the search for something incredible waiting to be known <some desired destination>? Well. That isn’t stupid.
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“Somewhere, something incredible is waiting to be known.”
Carl Sagan
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Unexpected moves made to survive on the competition highway? That isn’t stupid.
Unexpected moves made to veer through a window of opportunity that arises? That isn’t stupid.
But zig when they zag? C’mon. That’s just stupid.
It is stupid because more likely than not it just means you will have not left the competition behind, but rather just left the competition.




beyond the fishing grounds we have always used and lead us to new lands that maybe we had only heard of before.






of Covid on, well, everything, I say one word: amplify. It has simply amplified everything – uncertainty, change, technology (some people call it ‘digital transformation), existing business vulnerabilities, Life vulnerabilities as well as business strengths, opportunities & risks, etc., as well as certainty.
biggest lesson of 2020. The quest goes on, despite the fear, whether you are staring at certainty or uncertainty.
some way 2020 encouraged us to find our inner Tinkerbell.
She wasn’t always nice. She was feisty. She was willing to break rules. She had an imagination. I am not suggesting you shouldn’t be nice, but freedom does mean some shaking up of things, some discomfort and some conflict. Look. I am suggesting we need to ‘break some norms’, break some of the Life rules of emergent living (and, no, I do not mean not social distancing or wearing masks, etc.; but rather break some of our expectations of how Life is supposed to be lived), and break out with fear in hand.
I think more of us need to seek our inner Tinker Bell in 2021. And in doing so we have a chance to refind the magic in Life and embrace fear and guide ourselves to new and better adventures not alone but together. Maybe in 2021 we stop valuing certainty over uncertainty, stop embracing uncertainty, and simply grab our fears, place them in pocket, and get up and go.








Sure.








“Step out of your comfort zone” is the common wisdom. It’s not wise. It’s stupid. Comfort zones, for the most part, are a reflection of what we are good at. Maybe not great but the stuff that enables us to insure we aren’t village idiots. The size of your comfort zone is mostly a reflection of your risk taking attitude. That said. If you ‘step out’, you’ve (a) lost any possible advantage you may have to actually be successful outside and (b) even if successful and happy it is, well, outside your comfort zone and 90% of people are most successful day in and day out IN their comfort zone.
Second is the truth behind the thought. You can settle for good or you can do something better. I don’t need a book for that either. But what the books don’t tell you is everything you do is grounded in survival. Do, or don’t do, based on an assessment f whether I survive or what I have survives or what is important to me survives. If that sounds defensive, it should. If that sounds lie it is grounded in what someone could call your ‘comfort zone’, it is.
Let me begin where I will end … there is beauty in imperfections.
Authentic is complex in its make up of its largeness and multitude.