Agility can be a powerful asset for small players and one a Judo student must learn. Being quick helps neutralize competitive threats posed by larger players. Being balanced helps us absorb counter moves by more off-balanced giants, which in turn gives us leverage to use their strengths against them!

Former Southwest Airlines Chief, Herb Kelleher passed away this year, but his lessons about strategy live on. Herb said, “If you think and act big, you will grow smaller. If you think an act small, you will grow bigger.” Southwest gained market share by targeting the smaller regional airport hubs and leaving the larger and congested airports to the already entrenched larger airlines. Southwest also gained market share with its “bags fly free” strategy. A strategy that larger airlines could not match, as they relied on it for short term cash flow.