Time to stop comparing business and war

By Sir John Hegarty, Co-founder and Creative Director at The Garage Soho & The Business of Creativity

The Art of War offers readers a comprehensive guide on how to eviscerate your enemies on the battlefield. The ancient Chinese manuscript is thought to be written by a military thinker named Sun Tzu. In recent decades, management theorists have jumped on the philosophies contained in this book, adapting them for business strategy.

Admittedly, it contains some soundbites that are hard to argue with, like: “Great results, can be achieved with small forces.”

Another memorable tips is: “Begin by seizing something which your opponent holds dear; then he will be amendable to your will.” I wouldn’t advise following this one to the letter.

Should we be worried that one of the most-cited books on business is an ancient manual designed to help generals in 475 – 221 BCE wage war more effectively?

I think so. Business theorists should try something less hawkish and (slightly) more current. Another centuriesold business guru is waiting in the wings: Leonardo Da Vinci. American historian Walter Isaacson’s brilliant biography offers infinitely more for readers and offers a look at some of the approaches that helped make the Renaissance happen.

The world needs more Da Vinci than Sun Tzu.

Our civilisation is staring down incalculable peril. Environmental catastrophe draws nearer. Regional wars are getting bigger. Technology appears to be dividing more than connecting us. Intolerance and a rise in populism are like flames fanned by fear. Solutions to such problems aren’t simple or linear: but creativity offers a means of approaching them.

Creativity teaches us to engage with each other, it inspires and unites us. It drives business growth and thrives in collaborating cultures. It loves diversity and discovery. It entertains and delights, driving empathy and well-being. It revives companies, communities, cities and culture.

It encourages us to seek beauty and – most importantly – the truth. The answer to our predicament is staring us in the face.

The world needs more creativity and less conflict.

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