First oil

As Donald Trump assumes the American presidency, he has picked three former military generals to serve in key, Cabinet-level positions. Given this military theme, it seems appropriate to discuss how today’s business leaders can learn lessons from World War II’s brutal Battle of the Bulge. This set of lessons has been assembled by Chad Storlie, a retired U.S. Army Special Forces lieutenant colonel with 20-plus years of active and reserve service in Iraq, Bosnia, Korea and the U.S. Awarded the Bronze Star and other honors, he is now a mid-level marketing executive and serves as an adjunct lecturer of marketing at Creighton University in Omaha, Neb.

The Dec. 16 to Jan. 25 period marks the 72nd anniversary of the battle, which was Germany’s last major offensive of World War II. Ultimately unsuccessful, this surprising offensive offers five critical business lessons.

Lesson 1–The best intelligence comes from the front. American commanders in early December 1944 had expected the Germans to remain in static defensive positions. Yet, front-line American units were hearing rumors from local people and captured soldiers that Germany was preparing for a major attack. Remarkably, no one in American headquarters would accept that story line. The business lesson, says Mr. Storlie, is that executive teams must constantly be open to listening and hearing things that may go against their own beliefs and experiences. 

Lesson 2–Assume that the competition will take the most dangerous course. Higher American commanders dismissed the local ground intelligence that pointed to a different conclusion on the German actions than what they thought likely. American commanders also dismissed the combat skills, tactics, strategy and morale of the tired German forces. The business lesson is to never underestimate your competition’s skills, passion and commitment. Indeed, expect the competition to do what will become the most damaging to your position. 

Lesson 3–Logistics, not tactics, are the key to success. Logistics drive military success in battle. The German attackers quickly lost their advantage, when the weather cleared to allow for Allied attacks on vulnerable German logistical supplies. The lesson is that you can have great products and great strategy, but they need to be fully supported with quality manufacturing, great customer service, and the ability to fix critical customer issues.

Lesson 4–Leadership humor and humility, in the face of adversity, wins morale. Throughout the battle, American leaders—from sergeants to generals—used humor, humility, initiative, bravery and leadership to calm, inspire and direct their forces to a determined counter-attack and eventual victory. The business lesson is that humor and humility are incredible leadership tools to inspire teams, when morale is low and the situation dire. 

Lesson 5–Superior technology with inferior strategy will not carry the day. When the Germans attacked, they possessed new tanks and infantry weapons, as well as new tactics to attack faster. Even so, they were not victorious, because their concept was deeply flawed and lacked sufficient logistical support. The lesson is that even if you have one great product, you are unlikely to succeed if your company strategy does not reflect the needs of customers and the strength of your competition.

Good riddance. After Donald Trump won the 2016 presidential election, this editor predicted to an associate that outgoing President Barack Obama would spend his last days waging the regulatory equivalent of Union General William Tecumseh Sherman’s March to the Sea through Georgia in 1864, during the U.S. Civil War, laying waste to everything in his path. 

Sure enough, Obama has gone after oil and gas, and all entities that he despises, with a vigor, issuing a flurry of Executive Orders and last-minute rulemaking. Fortunately, Mr. Trump said that he will clean up the mess. “Au revoir, Mr. Obama. Don’t let the door hit you on the way out.” 

About the Authors

Kurt Abraham

World Oil

Kurt Abraham kurt.abraham@worldoil.com