I don’t give much thought to my vehicle tires – but the military gives a great deal of attention to theirs.

Instead of utilizing traditional tires on their transportation, the military uses non-directional tires on combat vehicles. Unlike normal tires that leave an imprint in their tracks which can identify which way the vehicle was moving, these tires have a special tread so that you are unable to tell from which way the vehicle came or went. Others can see the tracks but not learn from them – something that is very handy in tactical situations!

Special circumstances within an organization generate special needs and you do not need to accept standard products as they are to meet your requirements. Coca-Cola designed and trademarked a unique bottle shape for its refreshments. Tiger Woods designed a tailor-made set of clubs with tungsten added to the irons. Tiffany and Co. blended its own shade of blue ink for its iconic packaging. And the military created a new style of tires.

Strategy can manifest itself in the most routine decisions. First, know what you are trying to achieve and then don’t settle for what exists to achieve it.

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