Purpose & Core Business Identity - Strength in Adversity

You may have all the strategies and tactics in the world, but in the blink of an eye something may happen that could render all those obsolete.

During the Battle of Islandwana between the British Army and the Zulus of South Africa in 1879, the Zulus outnumbered and overcame the British who had far superior weapons. Armed with just the shield and spear, the Zulu attack deployed the traditional formation of the horns and chest of the buffalo, with the aim of encircling the British position.

Despite the vast disadvantage in weapon technology, the Zulus overwhelmed the poorly led and badly deployed British, killing more than 1300 troops. But what if the British had been soundly prepared, had dug trenches and set ambushes for the Zulus?

I have no doubt, their state-of-the-art Martini-Henry breech-loading rifles would have destroyed the Zulus.

In business we can have whatever strategies and tactics to increase market share, increase revenue streams, or cut costs, but this is not to say that some unforeseen event could result in that strategy going up in smoke.

What can you fall back on?

In the face of challenging circumstances you have your core business identity, your core business message, and your purpose - why you do what you do, as well as your credentials and your story.

An undying belief in your purpose means you’re grounded in your identity, your message and your story. This makes you unique and it overrides what just made your strategy obsolete. This doesn’t mean you shouldn’t use whatever strategies and tactics you need to get ahead, just that purpose and core business identity ground you and give you an edge, especially in the face of adversity.