Last week on my vacation to St Kitts I had a chance to visit the Brimstone Hill Fortress on the Island. Originally constructed by the British it was intended to protect the island and waterways around it during a very, shall we say competetive time in history. The fortress was believed to be impregnible and then one day in 1782 the fortress fell to of all people - the French!
How did that happen?
This fortress high on a hill, unapproachable from 3 sides, guarded by the best army in the world fell to a nation notorious for the white flag. Well think about it: Overconfidence and Complacency when pitted against Unexpected Creativity won out.
Often in the world of business we see the same thing. An Unexpected and underestimated competitor starts taking market share from you because he is coming from a different direction and exploiting your weaknesses. Sometimes the competitor is inferior but his timing is right and he is able to catch you off your game. Even a competitor that will usually fail in a true head to head confrontation can capture ground by utilizing surprise.
After this the British redesigned the fort and added guns and walls to the weak side and the fort never fell again. Great Business's will similarly make whatever changes are necessary to not only keep up with their challengers but surpass them!
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Once the upstart challenges and overtakes, it may be too late. Remember when Hertz was #1 and #2 (Avis) tried harder. Nobody was watching Enterprise until it was too late.
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