The Principles of War underpin military doctrine and conduct, they have been determined as a result of experience in conflict by examining the key components present in all successful military operations. As such, these principles can be applied to the conduct of more general, commercial and business activities to enhance the likelihood of success. Ergo, they can be considered as the Principles of Winning. Application of the principles alone does not guarantee success; however, failure to adhere to any of them will almost certainly guarantee failure in battle.

Selection and maintenance of the aim is making absolutely clear, precisely what is to be achieved (by whom, when and why) to ensure all concerned remain focused and all associated actions are co-ordinated. The aim must be understood and fully accepted by all involved. All activity must be aimed at achieving and contribute towards achieving the aim and it is important to understand in reality the aim may (will) change as the battle progresses.

Maintenance of morale will be crucial in determining the outcome of combat in the event of all things being equal, ie. when no side has a clear advantage. Irrespective of context and situation – well motivated people with high morale perform better than those without. Good morale can be the difference between success and failure; morale and motivation are the responsibility of leaders.

Security within any military context is generally obvious; in the business context the principle of security is concerned with managing all the essential risks necessarily taken to achieve an outcome. This includes (say) confidentiality, copyright, financial constraints, succession planning, etc. as much as the more obvious health and safety in operations. Security is as much about facilitating and safeguarding the bold moves which gain competitive advantage as it is about looking after routine business.

Surprise is about gaining advantage by doing the unexpected; it is the deliberate ‘wrong footing’ of the enemy (competition) to bring about his/her demise. Creativity, courage and speed are the key ingredients to surprise and as such need to be nurtured and developed as an organisational attitude. In a business context the ‘enemy’ may be a competitor, a specific situation or set of circumstances.

Offensive action is about proactive, deliberate action aimed at winning through in order to achieve the stated aim – exploiting advantage, opportunity and strength to accomplish the task. Again, this is as much an organisational attitude as anything else. To understand the nature of this principle as a ‘mind set’ consider polar views of defining business success in the current ‘economic climate’ presented in this question. Is success about avoiding failure or achieving stated objectives irrespective of prevailing circumstances? Offensive action is proactively doing what is required to succeed; it is not about accepting mediocrity or avoiding failure.

Concentration of force is about applying decisive force and effort at the most decisive place and time to secure victory in battle as no army can be the best at everything all the time. In the business world this principle is about achieving the right effect in the right location to ensure the desired outcome; for example (say) timing and targeting of investment to yield the best possible return. Rarely, if ever, will the opportunity of the right force being present at the right time in the right place present itself; concentration of force is a managed deliberate act of choice.

Economy of effort is self evident; it is about efficiency in all you undertake. Essentially, it is concerned with understanding the nature and effect of attrition on the conduct of enduring campaigns. It is about shrewd decision making, careful preparation and squeezing all you can from your resources and assets in order to retain sufficient reserves to deal with contingencies and exploit opportunities as they arise. In business this is about (say) spending as little as possible on those items which do not contribute directly to the main aim in order to direct revenue where it will be more effective in achieving the aim. This is not to be confused with ‘cost cutting’.

Flexibility, attitudinal and organisational flexibility, is required to be able to recognise when change is necessary and to change when needed. This requires strength of character and moral courage to change or modify a plan or course of action when the existing one is doomed to failure. The military maxim ‘no plan survives contact with the enemy unchanged’ is borne from hard earned experience, and understanding where the fine line lies between dogged determination to succeed and sheer ‘bloody minded’ dogma leading to failure.

Co-operation is about ensuring unity of effort to achieve a shared outcome and accessing the combined attributes of diversity. The challenge is to overcome inherent disposition to favour a single perspective or approach and inevitably necessitates compromise between those involved. In an organisation, co-operation is concerned with both interpersonal actions and interdepartmental activities. There is very little to no room for significant individual, personal gain in an organisation if achieving organisational aims has primacy.

Sustainability is about ensuring longevity of both operations and effect and, as such, is primarily to do with long term logistical support to the enduring operation in a military context. For example, having the resources and support mechanism in place to ensure the commander can deliver (say) a defined number of missiles at a given rate throughout the expected duration of the battle and beyond. The business parallels are relatively easy to draw; for example, the supply chain is in place and has sufficient funding allocated to ensure enough pressings of the right type arrive at the factory every day for the expected duration of a production run. Sustainability requires dedicated and often ‘inglorious’ work, detailed analysis and application to task which require attributes and skills difficult to find and attract in business.

There is no order of precedence in applying the above principles after the first, selection and maintenance of the aim. The key is all are applied in order to avoid otherwise inevitable failure. Success also involves and requires the presence of other factors and circumstances – not least of which is an element of good fortune (or luck).

Having worked with several charities I have found that the leadership, team cohesion and motivation and the leadership challenges are very different from those we have experienced when working within the corporate sector. Charities are businesses in their own rights but they work under a different and more challenging set of rules and circumstances.

Where a leader in the corporate sector just has the conundrum of balancing stakeholder profit with customer value and societal/brand expectation. A leader in a charity has to balance trustee requirements, fundraising requirements, employees and volunteers, societal expectations and the end user service/value.

Let’s start by looking at the trustee dimension within a charity, as it is the most complex of the issues. Trustees are generally very well meaning and highly motivated people who work genuinely hard for a heartfelt cause. However, they may not all come with the same motivation and agenda. Hence, they may value different aspects of a charities work in different ways. They need to be marshalled to be truly cohesive in their approach and yet they need to be independent in their judgement, in order, to ensure the charity adheres to the requirements of the law and the Charity Commission as it moves forward.

Fund raising has many tenets from investment, the basic retail of products, to the winning of funding and grants from public and charitable bodies, to the support of individuals as they raise money. These aspects combined need to provide the working funds for the charity to function and develop. The charitable  financial world is complex and fraught with risk during these frugal times, accountability and transparency has never been more valued and demanded by the customer and the regulator.

The employment environment of a charity is also complicated when it comes to motivating, leading and managing those involved. A charity will normally have paid employees who work in normal employee circumstances alongside those who volunteer their services. The paid employees, whilst viewing their employment as a job, may be intrinsically motivated to choose to work within the sector. However, it is the volunteers that bring other challenges in terms of motivation and expectation. How do you plan an event when you don’t know how many people you will have there organising it?

When it comes to providing value for your customers, identifying who they are and how their expectations can be met is critical. Each customer will have a very different perspective of the charity and it’s work. Derived from the reasons for their association with that charitable organisation. Contributors to the charity will expect their money to be spent wisely. Those who benefit from the work of the charity may have real issues and problems in their lives that have driven them to seek help. Some will be so desperate that any assistance will do and others will be far more choosy. Circumstances will be incredibly varied depending upon the focus of that particular charity.

The intrinsic rewards of charitable work far outweigh the financial reward and yet the challenges of leading such organisations in the highly competitive charitable sector can lead to a stressful and lonely existence. Best practice needs to be shared more effectively and proven solutions to common issues need to be more available to all those involved, in the leadership of these wonderful organisations, who afford our society so much.

Sampson Hall are now working with Charity Leaders as part of the Charity Forums UK. To help them work together, share best practice and support each other.

Effective communication is vital to success in modern business. Without it organisations fail and individuals go astray and become inadvertent saboteurs.

Effective communication involves moral courage, honesty and  the ability to give and receive feedback. Meetings that do not involve challenge and two way discussion are ineffective. The information passed may as well have been placed on a noticeboard. And yet all too often leaders waste such opportunities to benefit their organisations and develop their teams as effective communication is often misconstrued as challenging  a leader’s authority rather than supporting it.

Leaders have to accept that their ideas and concepts will be challenged if they are to develop and improve those ideas and achieve greater outcomes. If a challenge can be rebuffed by the leader then the concept is strong. If a challenge causes the leader to refine the concept rather than doggedly pursue a failing concept then the concept is improved and the leader better respected for their judgement. So why avoid effective communication? It is only when such challenges become personal that the effect becomes negative in its orientation. If it is depersonalised then either way a challenge is positive.

Followership also requires  followers to be prepared to challenge a leaders plans and concepts for the betterment of an outcome. To sit and watch a leader fail or not deliver an outcome in the most effective way is tantamount to negligence and yet how many times have we seen it happen and indeed been involved in it ourselves? Followers just like leaders need to be honest and require the moral courage to challenge their leader’s ideas and plans in order to improve them if they want their organisation to achieve greater things.

Effective communication is a two way street and a street that will only work if it is based in trust. All too often opportunities are missed because of a lack of trust and openness.  As humans are naturally competitive and some are more ambitious than others they use information as a source of power and control to the detriment of operational effectiveness. It is is the strong man that knows and exposes his weaknesses and it is the even stronger team that truly works together to ensure their individual vulnerabilities are not exposed. Mutual support ensures that the team is stronger in its completeness than the sum of all the strengths of the individuals who form it. Such a team has to derive its strength, honesty and openness from truly effective communication.

Small to medium size enterprises are beginning to collaborate more and more. Such collaborative enterprises are beginning to challenge some of the bigger commercial organisations as co-operative ventures NISA, Mole Valley Farmers, The Co-Op are all examples of successful mutual collaboration. Now with customers becoming more and more environmentally sensitive and more concerned with the local impact of the big five supermarkets there is a growing opportunity for local collaborative work to truly challenge organisations with a large environmental footprint.

So if SME’s wish to collaborate what are the key tenets of effective collaboration. After all  collaboration is simply working in a leaderless team!

Vision as ever is vital and it must be common. A shared and well communicated vision will hold a collaboration together and empower those within it to achieve.

Trust Collaborators must trust each other. If they don’t collaboration wont work. Trust is two way and trust is important when there is no leader to arbitrate.  Trust allows the collaboration to be honest and forthright in its  internal challenges without fear of dissolution. Trust  also breeds respect and respect ensures that listening to and comprehending each other’s point of view is  part of everyday life.

Communication is the essential life blood of collaboration and it has to be effective without  a leader to interpret messages. Communication in the early stages makes for stronger collaboration. That early communication is important in establishing members expectations and boundaries. For collaboration will crash without all those involved understanding each others expectations and boundaries. The most important part of communication is honesty in terms of being honest in what you will do and not what you may do! It is also vital to communicate any change in your intentions- for to announce that you haven’t done something on the day you promised to deliver it it breaks trust!

Clear Responsibility and Ownership boundaries are enhanced by clear delineation of responsibilities, they make for effective work and control and ensure accountability within an organisation. Ownership of issues and tasks has to be clearly understood by all those involved. And all those involved have to be prepared to accept responsibility and accountability.

Results Without outcomes which match or exceed expectations no collaboration can survive for long as members look to others to satisfy their ambitions.  A collaboration and the individuals must focus on results.

Well its easy really when you know how. Then why is it so difficult for SME’s to achieve successful long term collaborations? Follow these simple principles and suddenly many doors and avenues of opportunity are opened.