Sun Tzu on not starting from scratch
This morning, reading The Art of War, I came across this:
“The wise general sees to it that his troops feed on the enemy, for one bushel of the enemy’s provisions is equivalent to twenty of his… in transporting provisions for a distance… twenty bushels will be consumed in delivering one to the army.”
A striking reminder of how much energy it takes to start something from scratch. Sun Tzu wasn’t just talking about logistics. He was advocating smart, strategic thinking. Instead of exhausting resources building everything on your own, capitalize on what already exists.
In small business this doesn’t mean taking from competitors. It means leveraging opportunities, audiences, and resources that are already available. Stepping into spaces where people are primed and ready conserves energy and creates real momentum.
Why starting from scratch isn’t always the best move
Efficiency. Creating demand from nothing is hard. It takes significant time, effort, and money to build awareness, educate customers, and get them interested in what you offer. Stepping into an existing audience lets you focus on refining your offerings and standing out.
Launch your bakery during the Snowflake Festival when the whole town is already in celebration mode. You don’t have to spend months convincing people to try your festive treats. They’re already looking for them. Focus on crafting a menu that delights — spiced cranberry bars, gingerbread sandwich cookies.
Faster results. Working with an audience that’s already interested means you’ll see results faster. You’re meeting people where they are.
During the festival, offer savory hand pies — roasted turkey with cranberry chutney, wild mushroom and gruyere. Festival-goers, already in the holiday spirit, are drawn to your booth because the offerings are unique and aligned with what they’re looking for.
Market validation. Testing new ideas is less risky when you’re working with an established audience. Their responses give you insights without a huge upfront investment.
Partner with the local bookstore to bundle your baked goods with their holiday book selections. “Cookies and Cozy Reads” — shortbread paired with a holiday romance novel. Your bakery gets introduced to their customers while you gauge whether giftable treats resonate with your market.
How to make the most of what’s already there
Collaborate with complementary businesses. Partnerships with businesses that share your audience but aren’t direct competitors expand your reach without creating something entirely new.
Work with the local gift shop to create holiday gift baskets. Your festive cookies with their candles, ornaments, or handmade cards. Customers appreciate the convenience. Both businesses benefit.
Blend bestsellers with niche offerings. You don’t have to give up your core products to try something new. Combine your tried-and-true favorites with options that cater to specific niches.
Keep your classic chocolate chip cookies as a staple while introducing seasonal items like cranberry-orange biscotti for holiday gift boxes or petit fours for small family gatherings.
Engage with community groups. Local Facebook groups tied to events like the Snowflake Festival are a powerful way to connect with your audience. The key is to serve the group, not spam it.
Join the Snowflake Festival group and share behind-the-scenes clips of your bakery preparing for the event. Photos of your team decorating cookies. Tips for creating festive treats. A behind-the-scenes look at assembling gingerbread kits. Contribute value. The goodwill follows.
Leverage platforms with built-in audiences. Online platforms give you access to customers who are already looking for products like yours.
Use Instagram to showcase your holiday offerings and encourage pre-orders for the Snowflake Festival. Short videos of the team assembling gingerbread house kits or decorating cookies to create buzz. If online sales make sense for your bakery, sell gingerbread house kits on Etsy.
Standing out while working smart
Differentiate. Standing out is essential when you’re stepping into a crowded space. Focus on what makes your business unique and communicate it clearly.
If other bakeries focus on croissants and muffins, offer something unexpected. Holiday-themed breakfast cookies. Savory spinach and feta hand pies. Complement your menu and give customers a reason to choose you.
Deliver value, not imitation. Don’t just copy what others are doing. Find ways to meet your customer’s needs more creatively.
If another bakery sells gingerbread cookies, offer a decorate-your-own gingerbread kit complete with icing bags, edible glitter, and sprinkles. Turn a simple cookie into a festive experience customers can enjoy with their families.
Build relationships with shared audiences. Collaborations help you connect with new customers and strengthen community ties.
Work with your favorite local florist to create a holiday bundle featuring their poinsettias paired with your gingerbread sandwich cookies. Customers get a thoughtful, ready-to-go gift. Your bakery benefits from the florist’s established audience.
How to find resources and opportunities
Research what’s already happening. Look for gaps in what’s being offered. Talk to Snowflake Festival attendees to find out what they’re missing. Portable snacks. Kid-friendly treats. Something unexpected.
Test new ideas before scaling. Partner with complementary businesses to experiment. See how your cranberry-orange biscotti perform by selling them at the local coffee shop for a limited time.
Leverage local events. Use community gatherings to introduce your offerings to a ready-made audience.
Serve community groups. Build awareness by adding value to the group rather than advertising at it.
Collaborate to create something special. Partner with businesses that line up with your audience’s interests. Team up with the local coffee shop to create a “Holiday Pairings” package featuring their spiced lattes and your cranberry scones.
Capitalize on what’s already working
Success often comes from making the most of what’s already there. Audiences. Partnerships. Opportunities. Focusing your energy on efficiency rather than reinvention conserves resources, grows you faster, and delivers more value to your customers.
This week, think beyond where your audience already exists. Where are the untapped opportunities, partnerships, or resources you could use to amplify your efforts? When you work smarter, not harder, you build a business that thrives without burning yourself out.
About the Author
Ron Tester is a physical therapist with thirty years in the field. He built, grew, and operated a multidisciplinary home health company employing PTs, OTs, and SLPs through a successful exit. He now coaches outpatient PT, OT, and SLP clinic owners on operating at the owner level. Certified Executive Coach and Book Yourself® Solid Coach. Learn more at https://rontestercoaching.com/about.