how judo business strategy works
startups and other small businesses might seek to put this strategy to work when contending with larger rivals in their market the principles and tactics within the strategy include a focus on the core business that is being developed rather than ancillary ideas this scenario is much like judo practitioners squaring up and finding firm footing as a match begins another principle is to stay on the offensive without getting caught up in one direct attack this offensive is an effort to wear down the opponent by shifting the points of attack quickly without allowing the opponent to lock into a solid defense or push directly back by altering where and how leverage is applied a judo practitioner seeks to break the footing of their opponent and to divert any counterattacks the opponent might launch from a business perspective a smaller business could use its flexibility and capacity to change its points of attack through quick decision making to confuse a larger competitor that may have rigidly solidified its operations in certain directions and has difficulty adapting and reacting southwest airlines managed to gain market share with its bags fly free strategy but larger airlines couldn t match the strategy because they rely on baggage fees as income in the short term however in the long term this has the effect of reducing consumer goodwill preparing and planning to pivot from a judo perspective means using situational and spatial awareness to think through where and when to alter offensive moves this allows a company to take advantage of a new opportunity to attack startups in particular must remain aware of their position condition and prospects to advance by adopting new approaches sometimes the initial plan does not result in the success that was originally envisioned by looking at opportunities that have arisen the company can better position itself with a new approach this is why the term pivoting is commonly used in a positive connotation in the startup circles 