Our reality in recent years, not just the war in our region for the past six months, oscillates between Illusion and Realism. And there is no better time to think about ‘Opportunities by Weaknesses and Strengths.’
This reality has caused significant damage to the entire ecosystem, and the Middle East war has dealt a heavy blow to the Startup Nation that we pride ourselves on. Some feared it would wipe out companies leading the economy a decade from today. Money from abroad has stopped flowing into Israel, and raising funds under reasonable conditions has become almost impossible. War, emergencies, and market imbalances present a unique set of circumstances—for better or worse.
Resilience is measured by our ability as a society and as an ecosystem to leverage those circumstances. In this reality, which has become part of the norm for years now, it is crucial to navigate timing and trends for your benefit. The past weekend events are a great example of how emergence can be a tool to success if used wisely yet carefully, as Iran Boosts Sales for the Israeli Industry, and rightly so.
What can we learn from the current situation, and how can businesses outside the security industry capitalize on these lessons to navigate uncertainty and seize opportunities? Let's try to answer that in the following lines.
Back in 2009, Jordan Mullen made a bold statement: "Marketing is war. To treat it any less critically is to invite challenge and defeat.” It cannot be put more correctly, as ignoring the combative aspects of marketing is like raising a white flag - even if we live in an era of "impact," there are plenty of fish in the sea. Money, with or without war, is no longer so available, and a good idea, innovative technology, or an impressive team is simply not enough anymore. It is the duty of CEOs, CMOs, or Biz-Dev executives to understand it is an era of war. This leads us to the most important statement that every one of those key figures must remember, taken from the first chapter of The Art of War (the Chinese understand a thing or two about war or marketing): Win the war before you even start to fight.
While we couldn't necessarily anticipate the events of October 7th, your business must be prepared for anything, and here are some tips on how to navigate the story of an emergency:
Diverse Narratives: Craft multiple stories tailored to different audiences. For instance, when seeking funding, appeal not only to specific investors but also to broader themes like economic gain, technological innovation, or national identity - Time for Zionistic IR.
Strategic Refresh: Crises are moments for refining strategies. For instance, during COVID, privacy-focused companies thrived by capitalizing on increased digital activity. Similarly, use the “trend” of war and its effect on the entire market as an advantage. Remember that even if the war happens here, it affects all the markets, just like the Ukraine-Russia war affected the whole world, especially the EV market; Companies that knew how to benefit from this did the right thing to grow, and there is no shame in that.
Personal Connection: Focus on personalized communication and authentic content to strengthen relationships with investors, customers, and partners. Leverage networks and create tailored experiences to engage effectively amidst uncertainty.
The Era of Ambassadors: During challenging times, prioritize employee engagement, viewing it as a vital measure of company resilience. Empower your team to act as brand champions, understanding that their genuine endorsement substantially influences the market. Take cues from Forbes, which declared 2023 "the year of authenticity," emphasizing the value of employees who embody your company's mission day in and day out. Invest in Employer Branding initiatives to foster a robust network of ambassadors who authentically represent your brand.
It is important to understand that the local war will likely end, but your state of mind must remain within The Art of War in your branding and Biz-Dev strategy; A business must always be prepared with a fresh new outlook. 🎆
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