Thriving as a Business Owner During War: Lessons from History’s Greatest Leaders

Lebanon is enduring a difficult chapter, and for business owners, the war brings significant challenges. As I think about how we can navigate this time, I'm reminded of strategic lessons from history’s greatest leaders—people like Alexander the Great and Sun Tzu—who thrived in the midst of crisis. But there’s another concept, drawn from the work of Lebanese-American thinker Nassim Nicholas Taleb , that is crucial for us now: antifragility. It’s about not just surviving the crisis but using it as a catalyst to grow stronger.

Here are key strategies to help your business thrive during these uncertain times:

1. Lead with Purpose

Alexander the Great succeeded because he had a clear vision driving him forward. No matter how chaotic the battlefield, his focus never wavered. As a business owner, you may be dealing with the chaos of war, but clarity of purpose is your compass. Whether it’s protecting your employees, supporting your community, or maintaining your operations, stay grounded in your core objective.

Ask yourself: What is my top priority during this crisis?

2. Know Yourself and Your Competitors

Sun Tzu’s The Art of War highlights the importance of understanding both yourself and your enemy. This applies to business too—especially in times of crisis. What are your competitors doing? Where are they vulnerable? What strengths can you leverage right now? Knowing the answers can help you seize opportunities that others may overlook.

Reflect: How can you exploit your competitors' weaknesses while playing to your strengths?

3. Adaptability is Your Superpower

In war, flexibility is everything. Alexander was known for his ability to change strategies mid-battle. For business owners, adaptability could mean adjusting your operations, rethinking your customer base, or even reworking your product offering. In such times, the businesses that adapt fastest are the ones that survive and thrive.

How can you pivot quickly and efficiently?

4. Build Strategic Alliances

Alexander’s success also stemmed from building powerful alliances, often with those who had once been his enemies. In business, partnerships can provide mutual support, shared resources, and collaborative opportunities. As the situation in Lebanon unfolds, consider joining forces with others in your industry to create strength in numbers.

Who can you collaborate with to overcome these challenges?

5. Act Decisively and Swiftly

Carl von Clausewitz, the renowned military strategist, stressed the importance of swift, decisive action. In the midst of uncertainty, hesitation can be the downfall of any operation. For business leaders, acting quickly—whether it's securing new suppliers or shifting your service model—is critical. Bold decisions, made at the right time, can position you to come out ahead of competitors.

What immediate actions can you take to seize emerging opportunities with bold, decisive moves?

6. Care for Your People

Your employees are facing many of the same uncertainties you are. They’re your frontlines, and their well-being should be a top priority. Alexander’s troops followed him because he shared in their hardships. By providing support—whether through flexible work arrangements, emotional assistance, or practical help—you build a loyal, committed team that will stay with you through thick and thin.

How can you show empathy and support for your team during this crisis?

7. Be Ready to Adapt Your Plans

As Eisenhower famously said, "Plans are useless, but planning is indispensable." In times of war, flexibility is key. While long-term planning is still important, the ability to pivot and adjust based on real-time information is what will carry you through. Don’t be afraid to change course when needed.

What changes can you make to your current strategies to stay flexible and adapt to the challenges you're facing right now?

8. Be Antifragile: Grow Stronger Through Chaos

Nassim Taleb’s concept of antifragility—the idea that some systems grow stronger through stress—offers a powerful mindset for business owners in times of crisis. Instead of merely seeking to withstand the chaos, think about how your business can actually benefit from it. War can force you to rethink outdated systems, innovate under pressure, and uncover hidden strengths in your operations.

In practical terms, this might mean finding new customer bases, experimenting with different products, or optimizing your supply chain. Businesses that are antifragile don’t just survive—they come out stronger, leaner, and more resilient. The crisis creates opportunities for growth that would never have been possible in normal times.

Ask yourself: How can this crisis make my business stronger than before?

Lebanon is facing one of its most difficult moments, but history teaches us that in the midst of chaos, there is always opportunity. By adopting strategies from great leaders like Alexander and Sun Tzu, and embracing the mindset of antifragility, business owners can not only survive but thrive. This is a time to be bold, adaptable, and resilient—because the businesses that can do that will emerge stronger than ever.

Stay strong, and remember: every challenge carries the seed of growth.

Lebanon will rise again.

Andre Abi Awad