Lessons from the war for business!

Sri Lanka must now have core committee to sell the ‘Economic Opportunity’ to the world

By Rohantha N.A. Athukorala (National Portfolio Development Manager-LKOC)

When I got entrance to University to read for my doctorate studies three years back, I thought of accepting the invitation given that in my early life I had failed my A levels and may be now I can make good for this early setback in my life. Pursuing this opportunity I looked backed at my 15 years that I had worked in British and American multinationals organizations and winning a multitude of awards for marketing and business excellence I felt it’s my duty to work for the country for 1/10th of the salary. When I took this decision I yet remember my father saying is it worth the sacrifice as none of our family members being politicians but, being a sportsman all my life I thought of taking the challenge.
Even though I have worked in some of the most dynamic organizations and managed some of the worlds powerful brands like Dettol, the excitement and challenges that I have faced with in the last 5 years in my public sector life will be memorable. Working at the highest level in office be it developing export strategy or driving economic growth I found my self getting stretched to the maximum. I also remember my brother-in-law once saying that, until you get tested for honesty you will not know if you are honest or not and true to his words I got this exposure too and stood the test of time. I was proud of my strong family upbringing.

LTTE on the work table

Coming from a business background in 2006 I got selected by Dr. Palitha Kohona to be part of a broader team in the fight against Terrorism and I suddenly I found that the daily agenda included on how to counter the LTTE strategies. Traveling on military aircrafts became a way of life. Chartering vessels to carry essential goods to Jaffna after the closure of the A9 due to LTTE attacks, Staging business exhibitions and trade visits for businessman to Jaffna and defying the the LTTE ethos that nothing can stop the economy functioning was to my mind the ultimate of challenge that I have been faced with. I yet remember when I was enjoying an ice cream one evening in the popular Ice Cream parlour in Jaffna - RIO, and a chamber of commerce member in Jaffna pointing an senior LTTE cardre that had just walked in. I froze but I remembered my fathers words “ Pen is mightier than the sword’.
The support I got from the brave private sector was amazing. We proved to the LTTE and the world that business will continue with all the issues. There were days that I had to travel from the Palaly camp to the Jaffna town in an armored car or the unicorn as the security forces did not want to take a risk as I was seen to be a driver of the Jaffna economy in the eyes of the LTTE.
The adrenaline flow was so strong, that I used to take time to pen articles on anti terrorism that got quoted in pro LTTE websites and subsequently a blanket death threat surfaced. Even this did not deter any of us in our efforts at work as we believed in the motto ‘Country before self’. The fact of the matter was that that LTTE is a banned terrorist organization in over thirty five countries in the world and is branded as the most ruthless and brutal force that invented the worlds 1st human suicide bomb. Beating this organization by the Sri Lankan security forces on their own turf, can have many powerful learning’s to the world. I felt it’s my duty to capture some of them and I theme these as ‘13 Lessons for Business on the war victory over the LTTE !’ I will be using the data that has been published in the interviews and my own analysis.

Lesson 1 - Stay in the
game on ground

The Defense Secretary and the Army Commander are proven battle hardy soldiers. Both had survived a suicide attack by the LTTE. The Army commander has been wounded twice in the field which explains the experience he has to direct the troops if required. For instance when the forces were up against earth bunds that the LTTE had erected, he personally instructed the ground forces where to breach it and how to hold territory there after. This earned him the respect to lead not only at the strategic end but operationally too.
The implication to business is that a CEO of today must be in constant contact with those on the field whilst managing the financial aspects like working capital management and new product development. Especially in todays economic down turn, a CEO must keep moving down to the field level for decision making whilst working at the top on strategy. Which is a new dual skill set which I believe is required to survive in today’s environment. I know of a particular CEO of a large apparel company where the top six accounts are personally managed by the CEO. This, to my mind is a new age CEO of the world.

Lesson 2 - Attack
the strengths

The great Tsun Tszu advocates ‘attack the vulnerable points’, however the Sri Lanka’s strategy was attack the most difficult points. For instance it took the Army 8 months to take Thambapanni which was just 4 km from the front lines and many were wondering at that time if the Army can actually win an unconventional war that the LTTE was waging. The Army leadership did not change course but kept its focus on the bigger plan. The troops finally broke through the lines and created a psychological advantage. The enemy on the other hand became weaker due to this strategic loss.
The implication to business is that if you declare war on a competitor, then attack the key strengths but ensure sure you have the adequate resources. I yet remember when Cloguard toothpaste challenged ‘Signal’ that red and white stripes has no link to the fluoride that a toothpaste has, was one such instance that war was declared on a competitors strengths and the challenger brand went on to capture almost a thirty percent plus market share.

Lesson 3 - Manage the
different actors

Whilst the war on the LTTE was in progress in absolute focus and the nation as a whole behind the efforts, the President personally managed the key stakeholders such as India, China and Japan so that global support was garnered. This, to my mind was the key pivot to the overall victory as between 1987-1990 twice, the Sri Lanka Army was just closing its net on the LTTE head when their was foreign intervention and the LTTE got away.
The lesson for business is that whilst the aggressive thrust on the sales front is in play, the key stakeholders like lobby groups, Internal public, the government and the media has to be managed. If this is not done it can lead to many issues like when a story leaked some time back that a particular brand of Milk Powder had been exposed to radio activity and it was not fit for consumption. I was working on the field at that time period and there was chaos at the retail end. Different actors need to managed very carefully.
Continued next week