--- title: Constraints as Strategic Advantage date: 2023-07-31T03:30:00+02:00 author: Santiago Melluso canonical_url: "https://www.takefortytwo.com/en/blog/constraints-strategic-advantage/" section: Blog --- [Blog](https://www.takefortytwo.com/en/blog/)[Strategy](https://www.takefortytwo.com/en/blog/topic/strategy/)July 31st, 2023 · 9 min read # Turn obstacles into strategic advantage with constraints T.S Eliot said: ​“when forced to work within a strict framework, the imagination is taxed to its utmost — and will produce its richest ideas”. Oh, we agree. This is our rant about how the power of constraints can help, not hinder, your strategy. ![](data:image/png;base64,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)![Gold and yellow illustration of an armored robot figure in a dramatic scene](https://takefortytwo-new.transforms.svdcdn.com/production/media/blog/Constraints-as-strategic-advantage.webp?w=920&auto=compress%2Cformat&fit=crop&dm=1774784520&s=0da1dc9fc4c877abe4ecbda90e776cfa) Article by Santiago Melluso and Patricia Antuña ## Constraints are tackled better [*under pressure*](https://www.youtube.com/watch?v=a01QQZyl-_I). Finding the way around your company’s limitations – real, imaginary, economic, time-based, market-based, social or otherwise – helps a company evolve. This reinforces focus, differentiation, originality, lateral thinking, and pragmatism. Developing a habit to analyze, reverse and face these boundaries can help you move from stagnation to motion, and from motion to success. ## If life gives you lemons 🍋 Leveraging constraints is a key strategy – possibly *the* key strategic element – for growing small and mid-market companies. When you’re big enough, you are somewhat more able to create your reality, which only clashes against the realities of others as big as you. But when you’re fighting to grow and position, constraints are everywhere. You have to adapt, and use the company’s limitations in creative and unexpected ways that work in your favor. This is a potentially endless subject, so let’s narrow it down to a few common constraints you can circumvent for some operational and competitive edge. ## 1. Time constraints. [Parkinson’s Law](https://asana.com/es/resources/parkinsons-law) states that work will expand itself until it fits all the time available. Limiting the maximum time devoted to something – and being strict about it – can work wonders. It’s easier to be pragmatic, prioritize, decide, and ship good stuff when you’re running out of time and don’t have time to second-guess anything. Anytime you face a new project or challenge, consider a ​“minimum viable everything” approach. What are the absolute essentials I need to keep? How can I get rid of all the noise, bells, whistles and whatnot so I can reach my very tight deadline? #### **Cutting time in half** Back in 2013, when Mailchimp started developing a name for their quirky and unique creative marketing, former CEO Ben Chestnut confessed the [key ingredients](https://zapier.com/blog/mailchimp-creative-company/) were ​“permission to be creative” and ​“taking away time”: “The one variable you can tweak where it really doesn’t matter what industry you’re in — it’s the most effective variable in my opinion — is time. Take away time.” Essentially he agreed to develop any idea if it was done in half the initially estimated time. In turn, this accelerated the process, removed bureaucracy and helped the team achieve value and focus faster. Fun fact: They did this to us too, when they hired us to build [60 Mailchimp templates](https://www.takefortytwo.com/en/case-studies/mailchimp/), in 60 days. It went well. #### **Tools & Tips** Focusing can be tough. Pragmatism doesn’t come naturally to most of us. Here are some tips and resources we’ve found helpful: - **Cherish order.** Find the time to choose your favorite time management system or framework. There are [tons of options](https://toolfinder.co/tools/new) out there. From Pomodoro to GTD, Dot Journal or Sunsama, you’ll find plenty of tools, both digital and physical. We’re all different and some techniques will feel like a better fit. Try them until one feels natural. - **Check out Seth Godin’s** [**Ship It journal**](https://www.moo.com/us/notebooks-journals/seth-godin)**.** There’s a lovely printed edition, too. Think of it as a way to write a project plan by candidly answering a list of tough (and thoughtful) questions. - **Smart choices beat successful choices**. Some are lucky, others have a system. Find your way to make decisions faster. [Farnam St.](https://fs.blog/) is a great resource we lean on, a lot, when we need brain food to make the right calls. - **And fight procrastination.** We stand against this modern obsession with performance. Doing nothing is good. Recharging is good. Not being super efficient sometimes is necessary for creative output. But procrastination (or ​“the forces of resistance” as Pressfield called them) is the opposite of resting, creativity, and energy. It’s draining. If you want to do your job and do it fast, get rid of all those things you’ve been dragging on for months, focus on what matters, and set a restrictive timeline for it. ## 2. Money constraints in a don’t call it recession world. If we had a dollar for every time someone said ​“we don’t have the budget for it”, well, **we’d have the budget for it.** Money (the lack thereof) is a quick, simple to understand, very real and pretty comfortable excuse to shut down innovation and ideas. Let’s figure out how to work around these: #### **Can-If Solutions: Training ways to think differently about problems** We talk often about the power of framing. ​“Can-If” sequences work great to run optimism-driven group meetings that reward thinking about solutions instead of the barriers. It’s reverse-engineering the successful outcome you don’t have yet, moving backward from your ideal scenario to your current situation. Take the following claim: *“We can’t beat the competition. They have more resources, a better product, and better positioning.”* A solution exploration tree would look like this: 1. We can beat them if we improve our product and keep the prices 2. We can improve the product if we hire better talent 3. We can hire better talent and keep the prices if we reduce our costs 4. We can reduce our costs if we hire a nearshoring kickass agency (wink wink) 5. We can also reduce our costs if we go fully remote and sell our office It’s a very reduced example but you get it. By rephrasing a seemingly impossible scenario and shifting the discussion to possible futures we drive the conversation. Now we know we can stand up to the competition if certain conditions are met, and each of those conditions has a specific and known set of requirements and measurable, attainable goals. A group exercise like this one was what prompted us to switch to a [\#fourdayworkweek](https://www.linkedin.com/feed/hashtag/?keywords=fourdayworkweek) schedule. Becoming aware of our own limitations pushed us to try an innovative structure, which in turn enriched our culture, attracted talent, and grew employee retention, thus making us a better and more competitive agency. #### **Turning scarcity into an advantage** The [scarcity heuristic](https://thedecisionlab.com/reference-guide/anthropology/scarcity) is a very interesting phenomenon. We’re wired to perceive scarce assets as more valuable. A legacy irrational decision driver from the early days of our species. In sales, this is linked directly to the fear of missing out (FOMO) effect. There are scenarios where scarcity is forced and faked just to increase demand and add a premium to the price. Diamonds, Bitcoin and NFTs are well-known examples. Don’t get us started on those. Unique and irreplaceable pieces in art or fashion are expensive for the same reason. Luxury collections like Apple + Hermès fall in a similar category. When it comes to our constraints, we can leverage real scarce resources – such as inventory shortage, expensive operational costs, slow production – and flip the narrative. You’ve seen the ​“Only *x* items available” UX pattern many times. Taking a purposely small inventory and turning it into email flash sales campaigns or subscription-based e‑commerce can be a great way to turn a constraint into a sales opportunity and customer decision driver. ## 3. Constrained by Weaknesses The entrepreneur’s triple nightmare: What you don’t know you don’t know, what lies beneath fear, and what you cannot control. In essence, weaknesses. These are constraints too. Some might be self-induced, but that’s rarely the point. They’re there to freeze you. #### **Inventory time: Assets, Boundaries and Narrative** Awareness about a company’s weaknesses often requires more than a standard SWOT analysis. Both your strong points and your blind spots go way beyond figures or positioning. The [ABN analysis](https://itsyourturnblog.com/how-to-do-an-abn-analysis-on-yourself-and-become-unstuck-5600bb8f9504) is a team exercise that helps you evaluate shared assumptions and understand: - **Your assets.** The things you have that are valuable for your business. Assets include your product, team, knowledge, positioning, customer or brand, as well as your actual assets such as properties, IP or cashflow. - **Your boundaries.** What are the things you’d never do? Or that you won’t stop doing? How far can you push a strategic decision in any vector? This includes your purpose and ethics, as well as your will to transform or adapt your business in any possible way. - **Your narrative.** What’s your business story? How do you present it to your customers (marketing and storytelling, mission, vision) and to your team (culture and values)? Thoroughly analyze and question your story in order to consolidate it. As a result of this group work, your team will align their vision of the stuff you can count on to build (or rebuild, or reset) your business strategy. It removes wrong assumptions and replaces them with new ones built by consensus. You might find some weaknesses are only strengths or virtues in disguise. #### **Kill the company** Lisa Bodell’s [book](https://www.amazon.com/Kill-Company-Status-Innovation-Revolution/dp/1937134024) proposes an exciting and slightly terrifying exercise. Gather a group of your team members and give them a challenge: If you were a competitor looking to take us out of business, how would you do it? The brainstorming session soon becomes a creative weakness treasure hunt. Once you have a good set of ideas, you can start tackling them one by one. - How can you take the steps to prevent such scenarios? - What patterns are surfacing that might indicate the need for a bigger internal change? - What are the strengths you didn’t realize you had? Throw in a quick Miro board and you can run this remotely from your favorite mischievous location or company-killer lair. #### **E‑Commerce stories: Turning weaknesses into superpowers** [You know this one](https://www.digitalcommerce360.com/2020/11/30/why-tony-hsieh-was-an-ecommerce-pioneer/). Zappos pretty much set the golden standard for e‑commerce customer care and frictionless shopping. Selling shoes in a completely different and digital channel wasn’t easy. People were used to try them before buying. Zappos embraced this physical constraint and worked around it: They paid for all shipping, made returning shoes crazy easy, crafted an innovative narrative, experience and customer education set of content, and increased the quality of their customer support team. The result was a groundbreaking business model, one of the first massively successful e‑commerce stores, and the disruption of an industry nobody thought could go digital. ## Hard mode ON: Forcing constraints ftw Even if you have all the resources you need, constraints are good for developing skills and styles. It’s like exercising your resilience and problem-solving muscle. - Green Eggs and Ham is brilliant because Dr. Seuss accepted the challenge of writing it using fifty words. - Sonnets, *décimas* or [Kishōtenketsu](https://en.wikipedia.org/wiki/Kish%C5%8Dtenketsu) set the rules and boundaries of poetry and storytelling because *it just works*. - Argentinean folk singer Leon Gieco released a univocalic song called ​“[Ojo con los Orozco](https://www.youtube.com/watch?v=7AdzgQm3uIs)” (“Watch out for the Orozcos”) with pop culture references to characters like Don Johnson, Los Lobos, John and Yoko, and The Doors. - Danish Dogme95 films are unique because the filmmakers have to get the most out of a very strict and austere [set of rules](https://www.studiobinder.com/blog/dogme-95-rules-manifesto-films/#:~:text=VOWS%20OF%20CHASTITY%20Definition&text=The%20camera%20must%20be%20hand,be%20attached%20to%20the%20camera). In writing, constraints are blank page killers that help you get started when you have no idea where or how to begin. Try using only 50 words, only [140 characters](https://twitter.com/jack/status/684496529621557248/photo/1), only one vowel. The possibilities (offered by limiting possibilities) are [endless](https://en.wikipedia.org/wiki/Constrained_writing). Learning the habit of choosing our own constraints is a great way to get rid of everything unimportant, shifting the focus to what matters. **Our minds thrive when they’re challenged**. Constraints simultaneously limit options and spur solutions. It’s the constraint that brings out the dancer within. **The tightrope makes the artist.** ## **Creativity thrives on the tension between vision and limitations.** Thinking inside a carefully selected very small box unlocks [out-of-the-box](https://www.musicbed.com/articles/filmmaking/writing/exploring-the-power-of-creative-constraints/) thinking and operating. Like when a painter decides to use only primary colors or a musician writes in a fixed poetic form, boundaries shape and breed creativity. Rock n’ roll, experimental filmmaking, children’s literature, painting; regardless of the discipline, the most iconic creations often emerge from creative minds challenging themselves and defying conventions under constraints. Art imitates life, and boundaries breed originality in every area. Including business strategy. Constraints can spark innovation, focus efforts, and ignite lateral thinking. And reasonable pressure and obstacles can help promote evolution and growth. With grit, vision, and creative defiance, constraints become the mothers of invention. 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Yei5reAD6MJ/EaCy8DCdftgXv8v6X5zeVa+Yn7p9Z92tKHke7s7No/VU/Vh+pnrZ+uH8a79SQXkhyD68H1hgKKqHBln/8CzSgNm2WWz70veNqTfhlP4gN4N55DeGLfYDkz2xaRP8Vj78sVNMMIsgWjPXyZFls7ajK/hYXprqHrqfVT63f7N4y/g+IA169cv7LARazASJccfdnF0L0vbtP7Zg4mdW//B/AD+DmMJw5p2m9bmw/Y2CQRFEIIOoCgw2zuugeYw+HrXj2fLK/p9fL80PyH/X+hPtcCx++8xBkcA2tgXgiZZ/7pOdfdVPrCnTDpCb+MJ/AEfgJ/J/46Es/AVzrZdxbaHEooRS8qEF3xog9DunPJ+P8AbKYslLzKc3r+vhsXgQQHOH/yeuP8xnz0RQJjK0f7AKHljGVM7przsp/Ak3g3fgf+D4Ax8N59YA+egJ/uftfCQSpiH76llUExAg4j+u5XAbIEmasX+uYWFzjRsYtnSXABBAY4wQm+fiK/M4shULY97HKrYVuwXtt6v+An/ETfUcN/dSsdF94J5L6BCAB6R62eu2NVRAUrUOnQoAJBZ1+tkVlbA3BPJvtaHFeclZzJ1/DHN9RPX30sBIy+VvbBnIxFdgmRy87DkFoNWvaEO2za+nfgH8YHDoAf7YG+vGhAxZpcK9biayVXYoVjKPp4IwNqAD1jFKCdLAVOxozo+xBzcA6+Bp8Pvv8B9dMviPD4xMBYjKMAy0g7rB68jD0yTOBJfJy7oj+N/7yZzHjgH9xX03DujUbNWDPmzN5B53BIMQpKKNAHArEZrrG1MxQ4yRmcEXPEHDGveD34/o31HXigXv4BDWDA+1LcIlvCMmoD6CMmuVsvPIGnd938afzdd7QD48J/8Rxv9/VMYdQz1xycA3P4GlqqHFc4qYTSwQxyn7Hu5IPARa62PjeA1xXPB+cb8Qvwb8Z/eMHv0AWPnr9Wbz8lDiN9rvdtHdiLmPYTG8Dvxt++Dvbjwl9x7qIFAKTwVu9v8/XAfGA+NKV0hYseDQCZiM8DGR/1Egtc7YGMmfEa8br4/gg8iDfiO/Dd+Kmf0AWN/tgt4EYZw8w+CzrDaXf22ddkjR/m33zuXe4kHnvyvKfoMn7Ujx94/Yr53dOaVl9FClR47Iup0T7YCt9XD8SMmMk5Yg5+jKiLuIgH8Ab8Cvw0oJ+oJpAUIUpq7W9HJr4AALr2/zR+87l1/emBgX/9MqAFvH73hCa1zkpqQS3JM3yOm8lNpYHi8UDEK/ka8Rx9E4+4iAt4M96MD03ovS8Za1POcgwzzC2MbQBY8At4B34Hf7sPl/sjAYz4Yvf9woAnvH64hle60lUuOnswaibNTd8t4ngAi7hr6CtYQSR3leur02/GhwC9Qxea9hAIwbUP6smjL3cGv+CfHfq3nfdzxBfT8SW2sKCya2GfKm7d7IhGks+ROnU8ILDIPiQpcrX41Y5qJAGM/eGGn53KfUfNIfRVshMHcBkvbtrjfzGy1/8D7BQdLAMwu1EAAAAASUVORK5CYII=)![Headshot portrait of Santi M](https://takefortytwo-new.transforms.svdcdn.com/production/media/users/SantiM.png?w=160&h=160&auto=compress%2Cformat&fit=crop&dm=1774782894&s=206bcb63ee08a726381ecc23656fba87) [Santiago Melluso](https://www.takefortytwo.com/en/blog/author/santiago-melluso/) Co-founder and CEO of TakeFortyTwo. Two decades helping B2B and hybrid brands grow through eCommerce strategy, design and development. [LinkedIn](https://www.linkedin.com/in/melluso/) ![](data:image/png;base64,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)![Circular headshot portrait of a woman with long hair against a bright red background](https://takefortytwo-new.transforms.svdcdn.com/production/media/users/Pat.png?w=160&h=160&auto=compress%2Cformat&fit=crop&crop=focalpoint&fp-x=0.2044&fp-y=0.5591&dm=1774787215&s=68b8e3acb2f166e2a3288c0d2eef3d12) [Patricia Antuña](https://www.takefortytwo.com/en/blog/author/patricia-antuna/) Language mechanic and content manager at TakeFortyTwo. She keeps the words working: content strategy, copy and translations across the blog and beyond. [LinkedIn](https://www.linkedin.com/in/pat-de-la-mezcla/) Tags:[Content Strategy](https://www.takefortytwo.com/en/blog/tag/content-strategy/) Categories:[Strategy](https://www.takefortytwo.com/en/blog/topic/strategy/) ## You might also like these ![](data:image/png;base64,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)![Dark blue teal atmospheric scene with figures in a misty environment](https://takefortytwo-new.transforms.svdcdn.com/production/media/blog/the-white-bunny.webp?w=640&h=400&auto=compress%2Cformat&fit=crop&dm=1774785499&s=ca6793fa0f0225f3e7e909ae48c20dc1) Marketing ### [The White Bunny](https://www.takefortytwo.com/en/blog/the-white-bunny/) How the small things make the biggest difference in life, love, and business, plus why microcopy is actually a big thing. [ Read More ](https://www.takefortytwo.com/en/blog/the-white-bunny/) ![](data:image/png;base64,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)![Rice Photo](https://takefortytwo-new.transforms.svdcdn.com/production/media/blog/Compound_Marketing_Alternative.jpg?w=640&h=400&auto=compress%2Cformat&fit=crop&dm=1774779998&s=ea44877b72f6c95f7c42edd2926fbb8f) Marketing ### [Compound Marketing in the Age of Everything](https://www.takefortytwo.com/en/blog/compound-marketing-in-the-age-of-everything/) AI is forcing marketers to work smarter. Learn how to optimize for robots without losing your audience and why small efforts now mean big wins later. [ Read More ](https://www.takefortytwo.com/en/blog/compound-marketing-in-the-age-of-everything/) ![](data:image/png;base64,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)![Warm amber cinematic scene with figures in a dramatic indoor setting](https://takefortytwo-new.transforms.svdcdn.com/production/media/blog/The-Snow-White-Hallucination.webp?w=640&h=400&auto=compress%2Cformat&fit=crop&dm=1774785499&s=c365bea0ae66e2beb0d2b03449c623e1) Marketing ### [The Snow White Hallucination](https://www.takefortytwo.com/en/blog/the-snow-white-hallucination/) Discover why following trends can lead to bad choices. How to measure truth and make bold choices for true differentiation over repetitioning [ Read More ](https://www.takefortytwo.com/en/blog/the-snow-white-hallucination/) ![](data:image/png;base64,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)![Blue and dark illustration with a large stylized figure in a dramatic scene](https://takefortytwo-new.transforms.svdcdn.com/production/media/blog/Personas-Funnels-and-Barney.webp?w=640&h=400&auto=compress%2Cformat&fit=crop&dm=1774785496&s=5623d6a7d31943fad6684c4e68762e43) Marketing ### [Personas, Funnels and Barney the Dinosaur](https://www.takefortytwo.com/en/blog/personas-funnels-and-barney-the-dinosaur/) Everything changes all time, except for the fact that the best way to understand and motivate customers is to focus on reality. [ Read More ](https://www.takefortytwo.com/en/blog/personas-funnels-and-barney-the-dinosaur/)