How to Time Surprises
"You win battles by knowing the enemy's timing, and using a timing which the enemy does not expect." Miyamoto Musashi
Too many people defuse the power of surprise through poor timing. By introducing innovations at the wrong time, we can weaken our momentum. We want to use the excitement of surprise for potential supporters to give them enough emotional impetus to decide in our favor. For our opposition, we want to use surprise at a time when it will increase their confusion and decrease their confidence. Even though our surprises will always be small in the context of the world’s chaos, these surprises can make a significant difference to specific people if they are used at the right points in time.
In the last two articles, we have discussed the strategic need to be more than simply reliable to advance past a certain point in people’s minds. We need to develop competitive momentum. To do that, we have to be consistently creative and surprising.
The little surprises made possible by practical strategy do not create momentum if used at the wrong times. Those little bursts of surprise can be easily overlooked or quickly dissipated. We need to magnify their impact. This is the role of timing.
In terms of the Listen>Aim>Move>Claim cycle for improving our positions, these innovations are most commonly used during the Move and especially the Claim stages. Our momentum at the Claim is especially important because that is where we are asking for recognition. We can also use surprise at which the process gets “stuck.” Surprise can wash away obstacles. For example, a surprise can help our listening by helping us make contact or initiate a conversation with those who are challenging to approach otherwise.
During Chaotic Times
The same surprise doesn't have the same power at different times. While surprise and innovation are always useful, their utility is magnified by having the right conditions in the environment. We use timing to leverage those conditions.
The first rule: we must never create a surprise for supporters when they depend upon our reliability. If other people’s plans depend upon our performing in a specific way, they will not appreciate surprises. We must take into account what supporters are depending upon when we choose one of the three methods for consistent innovation described in this earlier article. We use a different sequence when they can easily adapt to it. We do not change or eliminate parts they require for their peace of mind.
This doesn’t mean that we cannot use a surprise when unexpected external events create chaos, as the recent pandemic did. During surprising times, innovations are welcome. It is the best time to surprise our opponents. Any innovations during chaotic changes appear as if they are addressing the unforeseen situations. In these situations, it is often better to be seen doing something new. Appearance is what matters during such times.
The Methods of Timing
The general method might be described as a one-two punch. However, we must first pick or create the right time for that punch. Let us look at the psychology involved.
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