Sun Tzu on seeing what others miss
“To foresee a victory which the ordinary man can foresee is not the acme of skill.” — Sun Tzu
This morning, reading The Art of War, I came across the story of Han Hsin. His strategy seemed absurd. His own generals doubted him. The Chao army mocked him for positioning his troops with their backs to the river. Han Hsin saw what others couldn’t. His soldiers, with no path to retreat, would fight harder. His enemies, blinded by overconfidence, would underestimate him.
Success often comes from seeing opportunities others overlook and having the conviction to act on them. Visionary leadership isn’t playing it safe or following the crowd. It’s executing bold strategies even when others don’t understand them.
Most people only see the obvious
Ordinary thinking leads to predictable strategies. Businesses that stick to the same well-worn paths rarely stand out. Visionaries see opportunities where others see risks or impossibilities.
A café I know wasn’t satisfied with being “a nice place to get coffee.” Most coffee shops responded to the remote-work trend by adding more power outlets and faster Wi-Fi. This café looked deeper. Through customer conversations, the owner discovered that many remote workers weren’t just looking for a place to work. They were looking for connection.
She introduced coworking mornings with intentional seating arrangements to foster professional connections. Customers started collaborating on projects. The café became known for sparking meaningful relationships, not just another place to get coffee.
Seeing deeper opportunities requires looking past the obvious. Some of the best ideas solve problems customers feel deeply but don’t know how to solve.
Create a customer journey map. Document your customers’ steps. Identify pain points. Brainstorm one bold solution to a need they may not realize they have.
Visionaries are often misunderstood
Visionary ideas face resistance. Like Han Hsin’s generals, people struggle to support what they don’t fully understand.
The fear of criticism can paralyze owners. Bold ideas require the conviction to move forward even when others doubt you.
A bakery I worked with introduced “Breakfast for Dinner.” Staff and regulars were skeptical. Why mess with the dinner menu? The owner had noticed a pattern. Brunch was consistently their busiest service, and customers frequently mentioned craving breakfast foods in the evening.
Instead of pushing the idea forward without feedback, she tested it. A few breakfast items on the regular dinner menu. A pilot one night a week with themed pairings like “Waffles and Wine.” Clear metrics for success — average check sizes, customer feedback.
The gradual approach worked. Within a few months, “Breakfast for Dinner” became the strongest weeknight offering.
Skepticism doesn’t mean an idea is bad. It’s often a signal you’re onto something bold. Success comes from refining the vision through small, intentional tests.
Think of a bold idea you’ve hesitated to pursue because it feels unconventional. Ask three trusted customers or colleagues for feedback. Refine. Run a small-scale test.
How to see what others overlook
Visionary strategies come from looking deeper. Anticipating long-term trends. Understanding unspoken customer needs. Identifying gaps others miss.
Han Hsin’s enemies couldn’t predict his moves because he understood the battlefield better than they did. Successful owners anticipate shifts in their market before competitors notice them.
An inn I know positioned itself as a leader in wellness tourism. While competitors rushed to advertise retreats, this inn took a slower, methodical approach. The owner partnered with local yoga instructors and massage therapists to build relationships. She renovated part of the inn to create a serene spa space. She tested concepts with small events — wellness workshops, nature walks — gathering feedback and building interest. She tracked guest satisfaction and repeat bookings to gauge demand.
By the time she launched the retreats, she had both the infrastructure and the audience in place. Within a year, the retreats were fully booked. The inn became known as a wellness destination.
Visionary strategies succeed when they’re built on preparation, insight, and a deep understanding of emerging trends. Not chasing trends for novelty.
Research one trend growing in your industry that hasn’t yet gone mainstream. What steps can you take to prepare?
Calculated risk
Visionary leaders aren’t reckless. They take calculated risk. Han Hsin’s strategy wasn’t reckless. He prepared carefully, understanding his own troops, his enemies, his resources, and anticipating reactions.
A café I know wanted to launch a coffee subscription service but didn’t rush. The owner started small, offering it to the most loyal customers first. Over three months, she gathered feedback, refined logistics, and adjusted pricing. By the time she rolled out the program to all customers, it was seamless. It quickly became a reliable revenue stream.
Bold ideas succeed when they’re tested, refined, and executed thoughtfully.
Pick one bold idea you’ve been considering. What’s the potential upside? The downside if it fails? The resources required? How can you test it on a small scale?
Make visionary thinking a team effort
Vision doesn’t have to come from you alone. Your team interacts with the business and customers in ways you don’t see. Their insights can spark creative ideas if you create space.
A bookstore owner I know runs weekly team brainstorming sessions. One idea that came out of those meetings was “Books and Bites” — a partnership with local restaurants. Customers who attended author events at the bookstore got dining discounts, extending their experience beyond the store. The initiative drew new customers, strengthened local partnerships, and became a community favorite.
Host a team brainstorming session. Focus on a specific challenge — foot traffic, customer loyalty. Ask each team member to propose one bold idea. Choose one to test within the next month.
Measure differently
Visionary ideas don’t always pay off immediately. The key is figuring out how to know you’re on the right track before the profits show up.
The inn’s wellness retreats: guest satisfaction surveys showed retreat attendees were overwhelmingly happy. Social media engagement around wellness posts grew 40%. Repeat bookings from retreat guests climbed steadily. Within a year, the retreats were fully booked at premium rates.
Long-term success is built on customer loyalty, differentiation, and sustainable growth. Not just immediate revenue.
Define one long-term metric that lines up with your vision. Repeat business. Referrals. Customer satisfaction. Track it monthly. Identify one strategy to improve it each quarter.
Your next steps
Identify one area where you can challenge conventional thinking. Brainstorm a bold, innovative idea to test.
Research an emerging trend and outline steps to position your business ahead of the curve.
Engage your team in problem-solving by asking for unconventional ideas. Pick one to implement and track its progress.
Great leaders don’t wait for opportunities. They create them by seeing what others can’t.
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.