Extraordinary Speed
Lessons from The Art of War
This morning, I was reading The Art of War, and one quote stood out: “What is of the greatest importance in war is extraordinary speed; one cannot afford to neglect opportunity.”
It’s a simple idea, but it has profound implications for small business. Acting quickly and decisively often makes the difference between capitalizing on an opportunity and watching it slip away.
For small businesses, being nimble is one of the biggest advantages over larger competitors. But speed doesn’t mean acting recklessly—it’s about recognizing the right opportunities and being prepared to move when they arise. Let’s explore how you can make this principle work for your business.
Opportunities Are Everywhere—If You Act Quickly
Imagine you own a small-town bakery, and the local holiday parade is just around the corner. Families will be lining the streets, looking for snacks and drinks to enjoy while they watch the floats go by. You could prepare festive grab-and-go boxes with cookies, muffins, and hot drinks, meeting the need for convenient treats on a busy day. Acting quickly allows you to take advantage of a moment when demand is clear and time-sensitive.
These kinds of opportunities—whether tied to seasonal events, local trends, or customer feedback—require speed to capture. Waiting too long risks missing the moment entirely.
Why Speed Matters
Quick, decisive action lets small businesses use their agility to outpace competitors. Acting quickly allows you to:
Fill Gaps in the Market
Larger businesses often overlook niche opportunities or are too slow to address them.
Example: Your bakery offers pre-made breakfast boxes for holiday mornings, complete with croissants, muffins, and coffee. While the national chain nearby sticks to their regular menu, you’re meeting a specific need for families looking for a quick, festive meal.
Respond to Trends
Spotting and reacting to trends quickly keeps your business relevant and builds trust with customers.
Example: As soon as customers start craving holiday flavors, you introduce a gingerbread scone or a cranberry-orange latte. By acting fast, you meet demand while it’s still fresh.
Speed isn’t just about being first; it’s about staying responsive, relevant, and tuned in to what your customers need.
Prepare to Act Fast
Quick action works best when paired with thoughtful preparation. Here’s how to set yourself up for success:
Streamline Your Core Offerings
A flexible menu built around ingredients you already stock allows you to adapt quickly without complicating inventory.
Example: If your bakery already uses chocolate and marshmallows for cookies, you can quickly create hot cocoa-inspired treats without adding new ingredients to your stockpile.
Develop “Plug-and-Play” Specials
Create a system for limited-time offerings that can be easily customized for seasonal or event-specific demands.
Example: Introduce a rotating “seasonal scone” option that adapts to what’s in season—cranberries and orange zest in winter, or lemon and blueberries in spring. This keeps the menu fresh while leveraging your existing systems.
Anticipate High-Demand Events
Look ahead to predictable opportunities like holidays or local festivals, and plan how your business can shine during those moments.
Example: Before the holiday parade, prepare festive snack boxes with cookies and hot drinks. You’ll be ready to serve the crowds with minimal stress and maximum impact.
Build Relationships with Suppliers
Work with vendors who can deliver specialty ingredients on short notice. This flexibility lets you adapt without overstocking.
Example: Instead of keeping almond flour in stock year-round, establish an agreement with your supplier for expedited delivery when demand spikes.
By staying prepared, you can act swiftly and confidently when opportunities arise.
Empowering Your Team to Act Within Boundaries
Empowering your employees doesn’t mean letting them make every decision—it means giving them clear guidelines so they can act quickly without disrupting operations.
Set Decision-Making Boundaries
Define what employees can handle on their own and when they need to escalate a request.
Example: Allow staff to approve custom orders of up to 10 pies or create simple gift bundles using existing items. Larger or more complex requests go through you for final approval.
Provide Pre-Approved Solutions
Train your team on ready-made options they can offer customers without hesitation.
Example: Employees could suggest pre-packaged holiday treat boxes or offer substitutions for sold-out items, ensuring customers leave happy without needing constant input.
Train for Feasibility
Teach your team to assess whether requests align with your bakery’s current capacity.
Example: For last-minute custom orders, employees are trained to check inventory and schedules, set realistic expectations, and escalate only when absolutely necessary.
This balance gives your team the confidence to act while protecting your business from overcommitment.
Learning From Missed Opportunities
No one captures every opportunity, and that’s okay. What’s important is learning from the ones you miss.
Reflect on What Held You Back
Was it hesitation, lack of preparation, or a slow decision-making process? Pinpoint the cause and address it.
Example: Last year, you missed the chance to promote holiday cookie decorating kits early, which could have boosted pre-orders. This year, you set a launch date, prepare inventory, and promote them well ahead of time.
Use Data to Improve
Analyze what didn’t work and put systems in place to avoid the same mistakes.
Example: If you underestimated demand for holiday breakfast boxes, adjust your forecasting process for next year to ensure you’re better prepared.
Missed opportunities aren’t failures—they’re lessons that help you adapt and grow.
Practical Steps to Act Faster in Business
If you’re ready to boost your responsiveness, here are a few practical steps to get started:
- Plan for Predictable Needs
Look ahead to upcoming events or seasons and prepare accordingly.
Example: Assemble DIY cookie kits ahead of time to sell as holiday party favors or stocking stuffers. - Train Employees to Handle Small Decisions
Empower your team to make quick, customer-focused choices within defined boundaries.
Example: Allow employees to create custom gift bundles using existing inventory, ensuring satisfaction without disrupting operations. - Test Ideas Before Committing Fully
Start small with new products or promotions to gauge interest before scaling up.
Example: Offer a limited batch of holiday breakfast boxes for one weekend and use customer feedback to decide whether to expand the offering.
By making small adjustments, you can position your business to act decisively without overextending.
Ready for Your Next Opportunity?
Sun Tzu’s wisdom reminds us that success often comes down to timing. Sometimes, success doesn’t come from grand gestures but from moving quickly on the right ideas at the right time. Acting quickly when opportunity knocks isn’t about rushing—it’s about being prepared, focused, and responsive.
This week, take a moment to reflect: Where are you missing chances to move quickly? Whether it’s planning ahead for seasonal demand, empowering your team to act, or testing a new idea, small changes can have a big impact.
Opportunities rarely wait—but with a little preparation and a clear plan, you’ll be ready to seize them when they appear.
