How To Win Christmas
Lessons in gift giving from a military text that predates the birth of Jesus by several centuries
The Art Of War by Sun Tzu clearly isn’t a treatise about buying your loved ones the best festive gifts. It predates Christmas itself by at least 400 years, for one. However, its framework can be – and has been – applied to most competitive endeavours. And you better believe buying presents for others counts as such.
Much of what the great Chinese military strategist had to say considers the best use of resources, which is certainly relevant in this case. But more than anything, his tactics touch on human psychology and the perception of the best use of resources. Know your enemy (read: gift recipient) as you know yourself – or at least better than they know themselves – and buy a gift accordingly. Also, while invincibility lies in defence, the possibility of victory is in the attack. And what is a big-impact gift if not a statement of intent?
“Set them up for disappointment, only to wow them with something unexpected”
All of which is to say that a risk isn’t a risk when you’ve done the groundwork. And a navy sweater, like last year, might be all they’re expecting. However, after the event, a jazzy cardigan will be the piece they remember.
In part, you’ll need to observe. Not just what they think they need, but what are they missing? What’s their style, but also what could be their style? Then, sow the seeds. Set them up for disappointment, only to wow them with something unexpected. Or convince them that whatever you’ve gifted them isn’t just a nice thing to have, it’s the key to unlock their potential. A new life starts here. And the catalyst for that isn’t slippers, a wallet or a pair of socks. (OK, maybe a particularly characterful pair of socks.)
Win the psychological war and you win the war itself. Failing that, everyone could do with a good book. (Have they read The Art Of War by Sun Tzu?)