Business warfare: Five lessons from Crusades

The Medieval Crusades were fought between 1095 till 1271 AD in intermittent manner. In all, nine such Crusades took place. Except for the First Crusade of 1096-1099 A.D all the remaining ones were either led to stalemate or total failure. The historians come out with findings why these Crusades failed. Their reasoning is summarised as five lessons for business firms as regards to conducting their business warfare.

1. Dilution of primary of purpose: In 1095 AD Pope Urban II called for the First Crusade at the council of Clermont. Presumably the goal was stated as redeeming Holy Land from the Muslim rule. However the underlying purpose is to assist Byzantine emperor Alexios I in his conflict with Seljuk Turks. Diluting primacy of the purpose led to confusion in the rank and file, who although sacked Jerusalem in July 1099 had decided to return back to Europe after establishing several Crusader States that were not contiguous and not defensible in nature.

2. Lack of planning: Subsequent eight Crusades suffered the after effects of dilution of goals as the commanders started to play their own games and started using soldiers as their pawns in achieving ulterior and selfish goals beyond the mandate of saving the Holy Land. Coincidentally, lack of planning on one part and inability to supply arms and food in time while battle was raging had severely constrained the capacity to fight a strong and motivated Muslim army.

3. In-fighting within the ranks:  As  companies of soldiers were from different regions of Europe they differ greatly as regards to ethnicity and war fighting capability that could not be bridged easily leading to disunity amongst the commanders and then frittered down to foot soldiers. Sans of motivation the desire to continue fighting collapsed after Muslim army began the onslaught.

4. Absence of motivation: Ideals are good provided that these are channelized to boost motivation as set of self-less goals. Crusader army, from the beginning of war fighting was much focussed on personal gains in terms of collecting war loot or self-glorification. Except Richard, Coeur de Lion, King of England who exhibited bravery and magnanimity many of his soldiers fell prey to greed in the Third Crusade against Saladin. 

5. Cost escalation: War fighting is not a cheap item; it is a costly affair where men, materials and machinery are to be procured and harnessed in better way while fighting is in progress. The Crusader army was recruited on the promise of better pay or sharing of war loot. On the other hand Muslim warriors were only dedicated to uphold their religious belief in fighting a holy war and the cost and rewards never mattered to them.

These five lessons from Medieval Crusades shed light on how firms must execute business warfare when they meet up with their opponents in the market place.

 

Cheers! 

 

Muthu Ashraff Rajulu

Business Strategist

Mobile: + 94 777 265677

E-mail:   cosmicgems@gmail.com

Blog:   Business Strategist