Lessons from Sun Tzu

A leader leads by example not by force.

風　Swift as the wind 林　Quiet as the forest 火　Conquer like the fire 山　Steady as the mountain

To know your Enemy, you must become your Enemy.

Opportunities multiply as they are seized.

Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.

Pretend inferiority and encourage his arrogance.

He who knows when he can fight and when he cannot will be victorious.

Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win.

All warfare is based on deception.

Build your opponent a golden bridge to retreat across.

Speed is the essence of war. Take advantage of the enemy's unpreparedness; travel by unexpected routes and strike him where he has taken no precautions.

It is said that if you know your enemies and know yourself, you will not be imperilled in a hundred battles; if you do not know your enemies but do know yourself, you will win one and lose one; if you do not know your enemies nor yourself, you will be imperilled in every single battle.

A military operation involves deception. Even though you are competent, appear to be incompetent. Though effective, appear to be ineffective.

Management of many is the same as management of few. It is a matter of organization.

For to win one hundred victories in one hundred battles is not the acme of skill. To subdue the enemy without fighting is the acme of skill.

The best victory is when the opponent surrenders of its own accord before there are any actual hostilities... It is best to win without fighting.

To a surrounded enemy, you must leave a way of escape.

One defends when his strength is inadaquate, he attacks when it is abundant

If your opponent is of choleric temperament, seek to irritate him.

Thus, what is of supreme importance in war is to attack the enemy's strategy.

What the ancients called a clever fighter is one who not only wins, but excels in winning with ease.

There is no instance of a nation benefitting from prolonged warfare.

When the enemy is at ease, be able to weary him; when well fed, to starve him; when at rest, to make him move. Appear at places to which he must hasten; move swiftly where he does not expect you.

A skilled commander seeks victory from the situation and does not demand it of his subordinates.

When torrential water tosses boulders, it is because of its momentum. When the strike of a hawk breaks the body of its prey, it is because of timing.

The general who advances without coveting fame and retreats without fearing disgrace, whose only thought is to protect his country and do good service for his sovereign, is the jewel of the kingdom.

All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.

It is essential to seek out enemy agents who have come to conduct espionage against you and to bribe them to serve you. Give them instructions and care for them. Thus doubled agents are recruited and used.

If words of command are not clear and distinct, if orders are not thoroughly understood, the general is to blame. But if his orders ARE clear, and the soldiers nevertheless disobey, then it is the fault of their officers.

Subtle and insubstantial, the expert leaves no trace; divinely mysterious, he is inaudible. Thus he is master of his enemy's fate.

The general who wins the battle makes many calculations in his temple before the battle is fought. The general who loses makes but few calculations beforehand.

And therefore those skilled in war bring the enemy to the field of battle and are not brought there by him.

The quality of decision is like the well-timed swoop of a falcon which enables it to strike and destroy its victim.

The good fighters of old first put themselves beyond the possibility of defeat, and then waited for an opportunity of defeating the enemy.

Too frequent rewards indicate that the general is at the end of his resources; too frequent punishments that he is in acute distress.

Secret operations are essential in war; upon them the army relies to make its every move.

Now the reason the enlightened prince and the wise general conquer the enemy whenever they move and their achievements surpass those of ordinary men is foreknowledge.

If you know your enemy and you know yourself you need not fear the results of a hundred battles. If you know yourself but not the enemy for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself you will succumb in every battle.

The control of a large force is the same principle as the control of a few men: it is merely a question of dividing up their numbers.

The ultimate in disposing one's troops is to be without ascertainable shape. Then the most penetrating spies cannot pry in nor can the wise lay plans against you.

If fighting is sure to result in victory, then you must fight.

When able to attack, we must seem unable; when using our forces, we must seem inactive; when we are near, we must make the enemy believe we are far away; when far away, we must make him believe we are near

If we do not wish to fight, we can prevent the enemy from engaging us even though the lines of our encampment be merely traced out on the ground. All we need to do is to throw something odd and unaccountable in his way.

The Three Elements - will, intellect, soul

Force of the will, force of the intellect, force of the soul – Carl von Clausewitz,  1820

 In the face of seeming overwhelming  odds, we call upon our humanity to  master the wrath of forces that hinder us from our purpose. Aut viam inveniam aut faciam, either I shall find a way or I shall make one echoes in history after 2000 years as the greatest tactician of ancient crosses a formidable stretch of cold mountain slopes in Europe to stand undefeated in enemy territory.  Though forgotten in the course of time, the battles fought by Gen. Hannibal Barca in Roman territory are pages sought to be mastered by students of modern warfare; and by students of People Management. To touch upon the souls of man, their intellect and the power of the will – we can turn ordinary people into giants. Thus we have given Honorary names to greatness in our times as we honor and admire the greatness of our business tycoons and heroes who have demonstrated the best in our humanity – resilient, principled and courageous despite challenging situations. The ability to snatch victory from jaws of defeat; the ability to make stepping stones out of once adversities; to be roused by obstacles rather than discouraged.

Before we may breakdown in simple and understandable terms  the operational aspect of these Three Elements,  let us be  reminded that – will, intellect and souls is simply a manifestation of our basic humanityavailable to every man which can be found only through sincere and informed discernment.  Which reminds me of a process very much promoted by the Jesuits.  Growing within the Ateneo community in CDO, I have grown to appreciate the process of discernment through the experience and exposure I went through in the Ateneo de Cagayan academe. Recollections, retreats, one on one discussion with Fr. Cuna, silent retreat in the Malaybalay Jesuit Retreat house with Kuya Jong and Chapel Aides family, reflection exercises with our Jesuit mentors, Sunday masses and prayer meetings, I have found myself in Xavier University – Ateneo de Cagayan.  Over and above my educational requirements, my first experience of exercising my will, intellect and soul was during my college years.  Aspiring for the CSG Presidency of 1995, aspiring for a landslide victory of Alyansang Atenista of 1996, aspiring to be a good christian in my service at Chapel Aides, aspiring to be a good son by maintaining a Scholarship and excellent grades. Cura personalis and Magis have impacted on me in my 11 years in the Ateneo. 

Let us discuss in detail the anatomy of the Three Elements within the scope of Marketing Management by specifying  7 competencies needed in operation.

Passion for Excellence. Force of the soul.

Achievement Orientation. Force of the will.

Analytical and Learning Capability. Force of the intellect.

Strategic Orientation. Force of the intellect.

Inter/ Intrapersonal Skills. Force of the soul.

Leadership Orientation. Force of the soul.

Creative Thinking. Force of the intellect.

7 Competencies reinforced by historical appreciation, experience and technical competence in selling and management which include skills in communication, influencing, planning, leading, organizing, controlling, and continuous improvement.  Historical appreciation in gaining wisdom on best practices of the past and mistakes to be cautious about.  As they say,” wise men learn from others mistake and fools from their own”.  History as how Pop Cola menaced Coca cola during its RFM days; how C2 penetrated the Ice Tea market with its exceptional maneuver on the bottled, low cost category; how cobra captured the minds and imaginations of Filipino consumers with its bottled energy drink as Lipovitan and Red Bull sat on their laurels; how selecta grabbed the market leadership from Nestle in less than 5 years of operation; how PM failed to check Fortune Tobacco with its Sterling low cost brands; how splash failed when it tried to copy the processes of Unilever; how kopiko penetrated a coffee market when other brands failed as San Mig and Great Taste – magnificent! ; how Monde Nissin succeed in grabbing shares of Quick Chow demonstrative of Clausewitz principle of Urban Strategy – concentrating all resources in the urban warfare as rural will eventually fold out as the natural course of things is for the center to influence the surrounding territory.

This exceptional accounts of marketing maneuvers are illustrations of Passion for Excellence and Competence demonstrative of will, intellect and soul. Indeed, a Marketing Manager given the right opportunity can move mountains and heavens with the right amount of will, Intellect, and Soul . Opportunity would mean – the right company, the right leadership, the right family, the right time, a conducive environment.

625 Steps to BCDI

In parting words to my BCDI stint, I am further reinforced about the uncertainties in life. The question in me persists as to the all time life question once pronounced simply in Shakespeare’s Hamlet “ to be or not to be?. In the face of disenchantment and uncertainty, is there meaning in persistence for a seemingly lost cause. Clearly I have found the two aspects in this long time dilemma human predicament. An answer to be found in the book of Genesis. Indeed, human beings are made in the image and likeness of God. We manifest Godly characteristics of intelligence and freedom. We share in God’s competence for creation. Amidst the frictions of Life and its according challenges of great floods, drought, pestilence, financial crisis and other calamities, a choice remains in each one of us. “To be or not to be” – To be positive or not be positive, To be roused or to be discouraged, To find a solution or to find fault, To be thankful or to be discontent, To appreciate the good things or to be burdened by disadvantages.

As Job choose to be faithful to God and his goodness, this competence is available to every human being until the end of time. Quite easily spoken however very challenging to execute. For in our frailties as Human beings where do we find the courage to persist, the fortitude to hold on, the wisdom to fathom the mystery of our human situation. A challenge so personal for only in our solitude we can find the answer to ancient questions of our human existence. An answer only to be found from within. Only to be found thru deep discernment – a discernment of the soul, of the mind. Answers as unique as our human DNA – distinct and unique in every person. With the volumes of books written since ancient times, there will be no the same exact answer for everyone. Though there are processes available as presented by various religious and cultural denominations, it remains a fact that even the process can not be exactly defined to fit everyone. Each man will have to find his purpose and find the strength to remain faithful to that cause however the circumstance. To find meaning in the exact act of manifesting the purpose regardless of external rewards or reinforcement. To remain true to your purpose as a Professional Manager, as a Father, as a Husband, as a Christian or as a Human Being.

 Indeed, there is wisdom in the words shared to me by a good friend and fellow manager whose competence I admire, Jessraf Palmares. One time in Central Luzon he told me " you must have a good pair of legs to excel in Sales and distribution". For seven months I patiently took 625 steps to my office at Alwana Business Park despite the regular vehicle package of an Operations Manager. My 625 steps were moments of analysis and discernment as I ponder on the learning of each day and the actions I have to take. I am reminded of Mao Tse Tongs Long March where a supposed retreat and fatal blow on the Red Army became the source of strength that paved the way   to the victory of Mao's Army in China. Perhaps, the wisdom and patience I gained with the 625 steps I took for seven months while managing a 50M business will pave way to better opportunities. 

In a classic book I have read entitled On War, the author specifies two qualities in a man that will make a “genius” on war. The following personal characteristics were mentioned by the author, an influential military thinker the Napoleonic period of Europe. Of the qualities he mentioned, I am most struck by the following items:

1. Courage. Physical courage in the presence of danger to the person. Moral courage referring to the courage before responsibility; whether it be before the judgment seat of external authority, or the inner power of the conscience.
2. Strong Mind. One which does not lose its balance even under the most violent excitement; an understanding which in the midst of this intense obscurity, contains some traces of inner light which leads to the truth.
3. Strength of Character. Tenacity of conviction. Consistent and difficult to move.
4. Self Command. The power of submitting oneself to the control of the understanding; but the power of listening to reason in the midst of the most in tense excitement, in the storm of the most violent passions.

Though to some war may seem a far out comparison to life, it remains a fact that a lot of parallel principles applies to both concepts. There are situations in Life that can be as tragic as War. First hand experience of mine deals with our family business demise in Albay commencing with my Grandfather’s death. The tragedy of which spans thirty years and to this date I carry the burden of continuing my Grandfather’s legacy if not in my time perhaps in my children’s generation. A legacy of family and competence which produced a monumental reputation in the Bicolandia for business and politics. A Chinese Mestizo who demonstrated the passion and competence of his forefathers who migrated to Albay from Macau. Though uneducated who learned to read and write in later years, Papa Saning excelled in trading, transport, gasoline retail and rural bank during post war Bicolandia. To lose this inheritance in my generation is as tragic as losing in war as Axis nations were penalized with heavy fines after world war 2. A similar circumstance would be the tragic tale of some 73 personnel of BCDI as the Company concluded its operation effective August 31, 2012.  Tragic as 73 families will have to face uncertainty commencing Sept. 1. Each will have to brace and call upon their skills and experience to negotiate their way to another venture as employment or business. Tales of the exploits of business tycoons in the Philippines as illustrations of operational maneuvers, strategy and tactics comparable to rigors of warfare. Courage, strong mind, strength of character, and self command maybe manifested as well in managing circumstances in Life. Circumstances which ranges from soft serve to violent and dubious maneuvers of partners, superiors, subordinates and competitors. To stay calm and steady would need a personality with courage, character, and self command to weather the storms.

To my colleagues at Bukidnon Choice Distributor Inc, for the sake of your families and little children may you find the courage to persist in the challenging times ahead as we conclude our operation by August 31, 2012. May you the find the wisdom in the circumstance that we have. With a strong mind and strength of character each will find his way according to what one have sown.