KUZUSHI - How to use the opponent's moves to your advantage
The Pen and Sword Journal - Vol 54
The other day, I was reminded of a Pepsi vs. Coca-Cola marketing campaign that brought to mind a fundamental skill taught in Judo and Jiu-jitsu: the concept of Kuzushi. Essentially, Kuzushi refers to the strategic disruption of your opponent’s balance, creating opportunities for effective throws or techniques.
By exaggerating their movements and redirecting their strength, you can create openings to turn their attack against them. One of the most advanced forms of off-balancing occurs when you blend with your adversary’s motion and extend it beyond their intended path.
Here’s a video demonstration showcasing this principle:
It’s a fascinating concept that transcends martial arts and can be applied to various aspects of life. In the marketing context I previously mentioned, some Coca-Cola fans effectively employed the same strategy against Pepsi.
Here’s what they did:
Back in 2013, Pepsi’s Belgian ad agency concocted a daring Halloween creation. They cheekily dressed up a Pepsi can in a Coca-Cola-styled “super cloak,” cleverly avoiding any copyright issues by merely swapping the “C” and “L” in the Coca-Cola logo. The tagline? “We wish you a scary Halloween!”
However, Coke fans weren’t exactly thrilled with this move. They retaliated with a viral response—an unofficial ad posted on 9Gag by a Coca-cola enthusiast. Leveraging the ambiguity of Pepsi’s original ad, the new tagline read, “Everybody wants to be a hero!” While it didn’t appear to be an official Coca-cola’s creation, it was a brilliant comeback, a great application of Kuzushi in a marketing sense.
Another marketing example of this strategy comes from Avis Rent a Car. For thirteen years, Avis kept quiet about not being the top car rental company and lost money each year. However, they eventually changed tactics, they decided to stop hiding it and started advertising the fact. The next year, Avis made $1.2 million, then doubled it the following year, and doubled it again the year after that. They created a popular slogan that used this truth: "We're number two. We try harder."
Should we always use this approach?
They say a wise martial artist has 2-3 fighting styles (or more) to switch between when needed. The principle of counter-striking and overextending, like in Kuzushi, should be one of them. Sometimes, using force against force works well, like when you take the offensive against a potential danger before it gains momentum. This is a smart use of direct attack in martial arts or any other area. However, this isn't always the best approach.
Take, for example, Avis Rent a Car’s approach. For years, they concealed their runner-up status, losing money annually. But when they openly embraced it, their fortunes changed. Their slogan, ‘We’re number two. We try harder,’ resonated with customers. There are times when going force against force will waste hours of energy and yield no results.
Another example, in a social situation, an ego-driven negotiation or discussion that drags on for hours won't bring the desired result and may just widen the gap between the two sides.
Or, when dealing with someone who is bigger—whether physically in combat or metaphorically in business—relying solely on direct force isn't wise. We must use techniques that overextend their movements to turn their strength against them.
👇 Applying this principle in different scenarios in life:
Teaching
The concept of Kuzushi can be tactically employed beyond physical encounters. In my experience teaching martial arts, philosophy, and psychology, I’ve often met overly eager individuals who disrupt others. Rather than using my “force” directly by trying to “discipline them with a firm hand”, my approach is to engage them constructively during a break or after class by requesting their assistance with the activity.
This almost always works. Why? Because most people who act this way have one thing in common: they want individual recognition and to stand out. I use this need they have and extend it to benefit the whole activity. This way, they get the recognition they want, and I neutralize someone who would disrupt the peace of the class or group.
Negotiation
Koichi Tsukamoto's handling of the employee rebellion at Wacoal is a prime example of applying the principle of Kuzushi in a strategic and non-combative way.
In the context of Wacoal, Tsukamoto faced a significant challenge—his employees were unhappy and rebelling against the company's practices. Instead of confronting this rebellion with force or resistance, which could have led to further discord and instability, Tsukamoto chose to "disrupt the momentum" of the situation by addressing the underlying issues.
He realized that the only way to move forward was to trust his employees. But he knew that just saying it wasn't enough; he had to show it through his actions.
He set up new rules. One rule was that things like being late, leaving early, or going out for personal reasons were completely up to the employees. Time clocks were taken away and thrown out.
Another important rule was to accept any demands made by the union committee. Every request would be fully agreed to, no exceptions.
When he told the board of directors about his decision, they were horrified. They said the company would go bankrupt. He replied that it might happen, but if it did, then they would just have to go bankrupt. Something had to be done to close the gap with the workers. Tsukamoto met with small groups of five to ten workers and told them that the new policies were not meant to make them trust him, but to show that he trusted them.
Tsukamoto said that since the union had been formed, worker productivity had been only 40 percent, and if it continued, the company would go broke. He thought that if productivity reached 80 percent, the company would prosper.
And that is exactly what happened. The workers doubled their productivity, and the company thrived.
Here’s how Tsukamoto applied the principle of Kuzushi:
Listening and Empathy: Tsukamoto disrupted the employees' expectations of a defensive or dismissive response by genuinely listening to their concerns. This unexpected empathy helped to destabilize the adversarial dynamic, making it easier to engage in constructive dialogue.
Engagement and Involvement: By involving employees in discussions and showing that their voices mattered, Tsukamoto shifted the balance of power. This move redirected the employees' energy from rebellion to collaboration, effectively using their momentum to benefit the company.
Addressing Root Causes: Instead of just addressing the symptoms of the rebellion, Tsukamoto tackled the root causes—improving wages and working conditions. This approach not only resolved the immediate conflict but also prevented future dissatisfaction, similar to how a martial artist uses Kuzushi to neutralize an opponent’s ability to continue attacking.
Strategic Changes: Tsukamoto's changes were not just about placating the employees but were strategic improvements that benefited the entire organization. This created a more balanced and harmonious workplace, reducing the likelihood of future instability.
By applying Kuzushi, Tsukamoto was able to turn a potentially damaging rebellion into an opportunity for growth and improvement. His ability to disrupt the negative momentum and redirect it towards positive change is a testament to the power of strategic balance in leadership and conflict resolution.
Discussions
When I meet someone who tries to seem smart by putting others down or bullying them, I use psychological Kuzushi to unbalance them. One incident occurred during a summer vacation, when an individual attempted to ridicule my friend’s hobby of stone collecting, criticizing it as pointless and cumbersome. He went on for some time, saying it was lame and a waste of time.
After listening for a bit, I decided to step in. I extended his arguments to show everyone that his comments were really about his own insecurity and lack of culture. I didn't use offensive words, but I made his behavior clear to everyone. He wanted to be the center of attention and sought the group’s validation, but my strategic extension of his behavior caused for him the opposite effect. In a way, I took the source of his validation away. He got upset and emotionally unbalanced, even though he tried to keep his cool.
To conclude
There are many scenarios where you can use Kuzushi beyond martial arts. Everything has a balance point, and disrupting that balance works just as well emotionally and mentally as it does physically in Judo and Jiu-jitsu.
Discerning when to employ Kuzushi is crucial; not all situations warrant a head-on approach. Some challenges may require a strong, unwavering stance, others are best sidestepped, and some can be overcome by leveraging the momentum of opposition to your advantage.
One last thing, extending can be used in an amazing way against internal battles as well, and that's what we'll talk about next week. There are ways we can neutralize inner opponents using this method.
Until then, have a great weekend and a good start to next week!
Hope you enjoyed this article! Stay tuned for more! 🙏
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