When the Unexpected Happens
Lessons from The Art of War
I’ve been rereading The Art of War by Sun Tzu this year, and this morning, this passage jumped out at me: “When the thunderclap comes, there is no time to cover the ears.”
At first, I thought, “That’s a great metaphor for a surprise attack.” Sun Tzu was likely talking about the advantage of striking so swiftly and suddenly that your opponent has no time to react. But as a small business owner, I couldn’t help but think about what happens when we’re on the other side—when we’re the ones hearing the thunderclap.
The reality is, we all face unexpected challenges: a new competitor moves into town, supply costs spike overnight, or an online review spreads like wildfire. These moments can feel overwhelming, but what really matters isn’t the challenge itself—it’s how you respond.
It reminds me of the Stockdale Paradox, a concept Jim Collins describes in Good to Great:
“You must maintain unwavering faith that you can and will prevail in the end, regardless of the difficulties, and at the same time, have the discipline to confront the most brutal facts of your current reality, whatever they might be.”
Facing those facts with clarity, while staying focused on your vision, is how you move forward—not just to survive, but to thrive.
The Lesson in Action
Your small-town bakery has always been the heart of your community. It’s where neighbors catch up over coffee and warm cinnamon rolls, where the smell of sourdough baking drifts through the streets, and where every holiday feels a little more magical with your festive cookies in the window. Your bakery isn’t just a business—it’s part of the town’s rhythm.
Then, one day, you hear the news: a national bakery chain is opening just two blocks away. Their prices are lower, their advertising is everywhere, and soon, some of your regulars are casually mentioning it in conversation. This is your thunderclap moment.
The lesson is clear: when a challenge like this arrives, you can’t waste time wishing it would go away. You have to face it. But that doesn’t mean panicking or reacting without a plan. It means stepping back, taking a clear look at what’s happening, and figuring out the best way forward.
How to Respond When Challenges Strike
Here’s a straightforward process to help you navigate moments like this:
Recognize What’s Happening
The first step is to confront reality. Ignoring the problem won’t help, and hoping it will resolve itself only gives it time to grow.
Example: You notice your foot traffic slowing and overhear customers talking about the new bakery’s grand opening. Instead of brushing it off, you ask hard questions: Why are people going there? What’s drawing them away?
Look at the Hard Truths
Once you’ve acknowledged the challenge, take an honest look at what’s working in your business—and what isn’t.
Example: The national chain has advantages you can’t ignore. Their prices are lower, their advertising budget is massive, and their consistency appeals to certain customers. But your bakery has strengths they can’t replicate: handmade quality, deep roots in the community, and baked goods with a personal charm that can’t be mass-produced. Both businesses bring something different to the table, and understanding the full picture helps you focus on what sets you apart.
Take Strategic Action
Now it’s time to act. Focus on what you can control and lean into your strengths. This isn’t about trying to beat the competition at their game—it’s about excelling at yours.
Example: Launch a loyalty program to reward repeat customers. Introduce seasonal specials, like gingerbread sandwich cookies, that highlight your unique recipes. Share your story on social media—why your bakery is more than a business and why supporting local matters.
Stay Focused on Your Vision
When challenges arise, it’s easy to lose sight of what made your business special in the first place. Staying grounded in your mission helps you adapt without losing your identity.
Example: You didn’t open your bakery to compete with chains on price. You opened it to bring people together over fresh, high-quality baked goods. Let that guide how you grow and evolve.
What You Can Do Today
Facing challenges isn’t about fixing everything at once—it’s about taking the first step.
What’s one challenge you’ve been avoiding in your business? Maybe it’s a competitor gaining ground, an operational issue that’s slowing you down, or a part of your marketing you’ve let slide.
Pick one thing this week and take action:
- Ask for Feedback: Reach out to loyal customers and ask what they love most about your business—or what they’d like to see more of.
- Brainstorm a Promotion: Create an offer that highlights your strengths, like a special discount for loyalty card holders or a new seasonal treat.
- Improve One Process: Find an area that’s causing inefficiency—like how you manage inventory or track pre-orders—and take a step to streamline it.
Even small steps can make a big difference. When you address one challenge today, you’re building the habits and mindset that will help you tackle the next one with clarity and confidence.
Thriving in the Face of Thunderclaps
Sun Tzu’s wisdom reminds us that unexpected challenges will come—but we get to decide how we respond. When you hear the thunderclap, there’s no time to cover your ears. Instead, confront the challenge head-on. Look at the hard truths, lean into your strengths, and stay focused on your vision.
The way you respond isn’t just about surviving the storm—it’s about showing your customers, your team, and yourself what makes your business truly special. Challenges are inevitable, but with faith in your ability to adapt and the discipline to act, you’ll be ready for whatever comes next.
