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What the Goddess of War taught me about business

october 2022

Ever been to the Acropolis? I’ve just returned from a trip to the Atlas and Alfa Logistics Network event in Athens. 10 jam-packed days filled with learning, networking and getting up to date on what’s new in freight.

While I was there, I took a little trip to the Acropolis – the famous UNESCO world heritage site and the temple dedicated to the Greek Goddess Athena.

Now, you’ve probably heard of Athena. Daughter of Zeus, Goddess of War…and handicraft apparently! Well, I mean why can’t you be a war goddess who loves weaving?

But it wasn’t her golden body armour, impressive battle record or even her knitting that got my attention – it was the“story” of how she came to be the patron of the most prosperous city in Ancient Greece.

As the great Greek myth goes… Poseidon, god of the sea, storms and earthquakes (and horses, apparently too – you gotta love the variety of these gods!) had his eye on Athens. He wanted to be the patron of this thriving city, but so did Athena too. Their mini-quarrel was to be settled in a gift-giving contest judged by Cecrops, the first king of Athens and his people. Poseidon struck the ground with his trident, creating a saltwater spring. While Athena created an olive tree, for wood, oil and food. The people chose Athena’s gift as the winner – and the city was hers. It was a smart move on Athena’s part. She thought strategically and gifted something that would change the world for those living in Athens. Something of great value to the people…

And if you know a little Greek Mythology, then you’ll know that’s not all that surprising, you see, Athena wasn’t just the goddess of war and a crack hand at weaving, she was also the goddess of good counsel, prudent restraint and practical insight too. 

Now, this isn’t just a nice Greek Mythology lesson for you – although, as you know, I am a bit of a history buff! There’s something important to be learnt from this tale. You see, what Athena did was just good marketing – and you can learn a lesson or two that could transform your business. She understood her target market (the people of Athens), and she thought about their needs, their pains and their problems. Then she delivered them a solution that gave them massive value. Poseidon on the other hand focused on himself and what he had to offer – as the god of the sea, salt water was an obvious gift to give. It was kinda his thing…

Most business today market like Poseidon. They talk about themselves and focus on what they do and what they have to offer. Rather than understanding their target market’s needs and focusing on fulfilling them, like Athena.

So how about you? Do you market your business like Poseidon, making it all about you? Or do you focus on your target market and meet their needs first?

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