Sun Tzu on what happens after the win
This morning, reading The Art of War, this passage jumped out at me:
“[Tu Hsiang] entered Nan Haio, destroyed three of their camps, and captured much treasure. However, P’an Hung and his followers were still strong and numerous, while Tu Hsiang’s troops, now rich and arrogant, no longer had the slightest desire to fight.”
At first glance, it’s a story of success. An invading force captures treasure and crushes enemy camps. On closer inspection, it’s a cautionary tale about complacency. Tu Hsiang’s troops lost their drive, even as the threat of P’an Hung loomed.
The same patterns happen in small business. An early win — a successful holiday season, a breakthrough product launch — can breed overconfidence or inertia, leaving you vulnerable to competitors or market shifts. The key to long-term success is learning to build on victories without losing focus.
When the fire dies down
Success is exciting. It’s only the beginning. Like Tu Hsiang’s troops, a business can lose momentum if it gets too comfortable.
Your small-town inn wrapped up its best holiday season yet. Rooms full. Reviews glowing. Revenue up. Guests cozied up by the fireplace. By January, the energy wanes. Bookings slow. Staff who were once motivated seem disengaged. Longer breaks. Less sparkle in the service.
Set “what’s next” goals. Build on the momentum with the next initiative. A Valentine’s Day package with private dinners, fireside champagne, couples’ spa services. Show your team and your guests that the excitement isn’t seasonal. It’s part of who you are.
Celebrate with focus. Recognize your team’s efforts. Tie the celebration to future plans. A staff appreciation event that celebrates the past season and shares the next big goal.
Celebrating too soon
Tu Hsiang’s troops let their guard down. They assumed the victory was final. In business, early success invites complacency while competitors adapt.
Your holiday festival was a hit. Lines for festive packages. Cheerful reviews on social. Nearby inns noticed. By February they’ve launched their own winter deals. Lower rates. Hot chocolate bars. Free sleigh rides. Your once-loyal guests start looking elsewhere.
Stay vigilant. Regular competitive analysis. What are other inns doing, and how can you elevate? What are they missing that you can provide?
Reinforce your unique value. Remind guests why they love your inn. Handwritten thank-you notes. Curated local experiences. Signature breakfasts with ingredients from nearby farms. A behind-the-scenes post of your team prepping a special guest touch.
Stay sharp
Staying competitive requires constant improvement. Resting on your laurels is how you fall behind.
A sleek new boutique hotel opens nearby. Spa services. Smart thermostats. Wellness packages for stressed-out professionals. Guests start wondering if your charming inn can keep up.
Gather feedback. Ask guests what they’d love to see next. Wellness weekends. Themed retreats. New amenities like memory foam mattresses or hypoallergenic bedding.
Experiment. A “digital detox weekend” where guests trade screens for cooking classes, nature walks, or candlelit yoga. Unique touches that keep your offerings fresh.
Treasure or trouble
Tu Hsiang’s troops grew arrogant after their victory. They lost the discipline that had made them successful. In a small business, unmanaged success leads to entitlement or stagnation.
After a profitable holiday season, you reward your team with generous bonuses. At first they’re thrilled. Soon service starts slipping. Long-time guests notice slower check-ins. Missed details. A general lack of enthusiasm.
Tie rewards to goals. Make them meaningful and tied to future success. Bonuses based on maintaining a 95% guest satisfaction rating, or completing training modules that improve service.
Foster gratitude. Celebrate the collective effort behind every win. Share guest feedback in team meetings. Publicly recognize staff contributions.
Change is the only constant
Success is no guarantee against unexpected challenges. Thriving means adapting when things don’t go as planned.
A sudden snowstorm cancels travel plans. Your inn is eerily empty. The kitchen is overstocked with holiday treats.
Have contingency plans. Offer last-minute promotions to local residents. “Snow Day Specials” with discounted room rates and complimentary hot cocoa. Use the overstock to create take-home treat boxes for sale online or in the lobby.
Expand income options. Host workshops — bread-making, wine tasting — for the local community. Partner with a local vendor to sell curated holiday gift packages.
Leading through success
Even the best plans require strong leadership to execute. Leaders keep teams motivated and aligned, even during times of success.
After the holiday rush, your staff’s enthusiasm fades. Welcome baskets get rushed or forgotten. Guests notice the difference.
Reflect, realign, recharge. Reflect on past wins. Realign team priorities. Recharge with creative incentives — a friendly competition to design the most memorable guest experience.
Lead by example. Be visible. Engaged. Willing to step into the trenches. Your energy sets the tone.
The real victory
Success is fleeting without discipline and adaptability.
Reflect on your last big win. What did it teach you about your team, competitors, or market?
Identify one actionable step to build on that success. A new goal. An innovation. A re-engagement plan for your team.
Take that step today.
Victory isn’t the finish line. It’s the starting point for the next challenge.
About the Author
Ron Tester is a physical therapist with thirty years in the field. He built, grew, and operated a multidisciplinary home health company employing PTs, OTs, and SLPs through a successful exit. He now coaches outpatient PT, OT, and SLP clinic owners on operating at the owner level. Certified Executive Coach and Book Yourself® Solid Coach. Learn more at https://www.rontestercoaching.com/about.