Fire and Motion – a simple concept in Business Strategy


Joel Sposky talks about business strategy and compares it a simple concept that he learned in the army – Fire and Motion.

Here is how it works. You fire at the enemy. That’s the fire part. And you move forward at the same time. That’s the motion. Get it?

You’re firing because then your enemy has to take cover. He can’t fire back at you when he’s cowering behind a wall. But firing is not enough. You also have to move forward, or you won’t make any progress.

Its all sounds all pretty standard stuff. When you start to think about the parallels in the business world that it start to really hit home.

If you look at a competitive market, the successful company is always the one setting the agenda and forcing competitors to match it.

If you’re constantly looking at matching your competitor’s features, thats equivalent to firing at the where your enemy was, not at where they are or where they are going.

Joel offers some insight on how to break this cycle.

The good news is that this isn’t terribly difficult: Instead of paying attention to what your competitors are doing, start reading your customer feedback e-mail personally.

Rest assured that your customers are already trying to tell you that this opportunity exists, if you’ll only listen.

And finally here’s a quote from the ice hockey legend Wayne Gretzky that sums up what business strategy should be about.


“A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be.”

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