“Now that I've won a slam, I know something very few people on earth are permitted to know. A win doesn't feel as good as a loss feels bad, and the good feeling doesn't last long as the bad. Not even close.” ― Andre Agassi, Open
In 1989, tennis player Andre Agassi had lost three consecutive matches to Boris Becker. Obsessed with the formidable German whose powerful serve made him formidable, Agassi searched for a way to counteract his opponent. Then, one day, he discovered Becker's weak spot - his tongue.
That day changed everything for these two individuals. After this discovery, Agassi faced Becker 11 more times, winning 10 of those matches. Becker on the other hand, "I used to go home all the time and just tell my wife, it's like he reads my mind".
An incredible story that shows us many lessons, about business strategy, our competitive advantage, and how to cope with success.
Join us as we navigate through the lessons we can learn with this example.
Table of Contents
Agassi’s Ingenious Strategy That Powered His Dominance
Boris Becker had won their first three encounters, primarily because his serve was unlike anything seen in tennis up to that point. Determined to find a way to win, Agassi began analyzing videos of Becker's gameplay and technique.
He needed an entry point, a shortcut, a weakness. He knew there was no technical flaw and no emotional vulnerability, but one day, amidst all the footage he had studied, Agassi noticed a surprising detail. When Becker served, he would signal with his tongue the direction of the serve.
It was a barely perceptible gesture, an almost invisible tic but a real one. Agassi began to study it meticulously. Becker always followed the same routine: just before hitting the ball, he would either stick his tongue out or keep it in, and based on this, he would serve to the center, the body, or the outside.
There was always a pattern. Armed with this knowledge, Agassi decided to use Becker's tongue to predict where the serve would go.
"The hardest part wasn't returning his serve — it was not letting him know that I knew this," Agassi said. "I had to resist the temptation of reading his serve for the majority of the match and choose the moment when I was gonna use that information on a given point to execute a shot that would allow me to break the match open."
And it worked.
Match after match, Becker returned home disheartened, confiding to his wife that he couldn't understand how Agassi always seemed to know where his serve was going: "It's like he can read my mind," he said.
"I love the winning, I can take the losing, but most of all I Love to play." ― Boris Becker
In a way, he could.
Years later, after both had retired, they met at Oktoberfest in Germany. While enjoying some beers, Agassi couldn't resist revealing his secret: "Did you know your tongue told me where you were going to serve?" Becker nearly fell to the floor, replying, "I used to go home and tell my wife it seemed like you could read my mind."
The Role of Psychological Warfare in Strategy
While Agassi’s discovery of Becker’s “tell” was a technical advantage, his ability to capitalize on it also showcased the power of psychological warfare. By predicting Becker’s serve without letting him realize it, Agassi introduced an element of unpredictability that left his opponent second-guessing himself - a crucial mental edge.
Psychological Lessons for Business
Strategy 1: Undermine Competitors’ Confidence
Just as Becker began doubting his own instincts, businesses can sow uncertainty in competitors by staying unpredictable or strategically withholding key moves.
Strategy 2: Control the Narrative
Establish a presence that makes competitors react to you instead of vice versa. Agassi’s subtle control of the game forced Becker to adjust his strategy, often to his disadvantage.
Strategy 3: Stay Mentally Resilient
Becker’s struggle to understand Agassi’s advantage underscores how overthinking can erode performance. Cultivate focus and mental resilience in your team to maintain composure under pressure.
Integrating psychological dynamics into your strategy, does not only allows you to gain a technical edge, but also create a mindset advantage that can outlast temporary victories.
Business Strategy Lessons from Agassi and Becker’s Tennis Battles
The story of Andre Agassi and Boris Becker offers several valuable lessons in business strategy:
Business Strategy 1: Detailed Analysis and Observation
Agassi's breakthrough came from keenly observing a minor physical tic of Becker's - the position of his tongue before serving.
• Lesson: Thoroughly analyze and observe your competitors to uncover hidden patterns and weaknesses.
• Application: In business, studying competitors’ strategies, market behaviors, and operational patterns can reveal opportunities for gaining a competitive edge.
Business Strategy 2: Finding the Key Insight
This tiny "tell" gave Agassi an important competitive edge once he learned to read it. In business, seemingly small factors like a competitor's phrasing, body language, or operational patterns can reveal exploitable advantages if closely studied.
• Lesson: Small details can make a significant difference. Agassi’s discovery of Becker’s tongue movement was a minor detail but had a major impact.
• Application: In business, identifying key insights or overlooked details can lead to breakthrough strategies. Focus on small data points or customer behaviors that might offer a competitive advantage.
Business Strategy 3: Strategic Timing
Agassi couldn't overtly exploit his knowledge of Becker's tell without revealing his advantage. He had to subtly incorporate it over time. Like a business safeguarding trade secrets, selectively deploying strengths keeps competitors off-guard.
• Lesson: Use your insights strategically. Agassi didn’t exploit Becker’s tell every time, ensuring Becker remained unaware of his advantage.
• Application: In business, it’s crucial to use strategic information at the right time. Overusing a competitive advantage can alert competitors and negate its effectiveness.
Business Strategy 4: Adaptability and Continuous Learning
Even when overmatched, Agassi persisted watching footage to find any thin openings to exploit. A mindset of constantly seeking untapped advantages, no matter how slight, can uncover pivotal strategies over time.
• Lesson: Continuously learn and adapt. Agassi's willingness to study and adapt his game plan based on new information was key to his success.
• Application: Businesses must stay adaptable and continuously learn from market trends, customer feedback, and competitive actions to stay ahead.
“What you feel doesn’t matter in the end; it’s what you do that makes you brave.” ― Andre Agassi, Open
Uncovering Hidden Sources of Leverage
As you digest the tale of Agassi's ingenuity in outmaneuvering Becker, consider what slight advantages or overlooked details may be hiding in plain sight for your own organization. Is there a competitor's verbal tic, operational quirk, or product nuance that could be unlocked to shift dynamics in your industry? What are the "tongues" you may be unconsciously overlooking?
The competitors who outmaneuver you likely aren't superhuman - they've simply discovered slender advantages by obsessively scrutinizing the ordinary. Are you examining your field closely enough to perceive the subtleties? Agassi's was an edge so faint that even its owner remained oblivious for years. What insight lies just beyond the surface of your awareness?
More broadly, do you have an institutionalized discipline of relentlessly probing for opportunities in uncommon places? Building that muscle takes conscious effort, as our instincts are to analyze the obvious factors. But the greatest strategic advantages often emerge from vigilantly exposing the hidden dimension.
“There’s a lot of good waiting for you on the other side of tired. Get yourself tired”. ― Andre Agassi, Open
Moving forward in your career, enhance your peripheral vision. What's your organization's version of reading an opponent's involuntary tongue movements? Identifying those elusive discriminators can be the difference between serving aces and getting served.
Sustaining a competitive edge requires seeing what others cannot - or will not - perceive.
The Value of Incremental Gains
Agassi’s victory over Becker wasn’t the result of a single moment of brilliance but a series of small, consistent adjustments that compounded over time. His ability to turn a subtle observation into a long-term competitive advantage exemplifies the power of incremental gains.
Why Incremental Gains Matter in Business
Strategy 1: Build Sustainable Success
Small, consistent improvements—whether in operational efficiency, customer experience, or product development—lead to exponential results over time.
Strategy 2: Create a Culture of Excellence
Encourage your team to focus on making 1% improvements daily. These efforts add up to substantial long-term achievements.
Strategy 3: Outpace the Competition
Competitors often chase big wins, leaving smaller opportunities unclaimed. Capturing these incremental gains can position you as a leader over time.
Practical Applications
Audit your processes to identify areas for minor adjustments.
Invest in ongoing employee training to improve performance incrementally.
Monitor key metrics regularly and celebrate small victories to maintain momentum.
Incremental improvements may seem unremarkable in the short term, but they are often the foundation of lasting success. Just as Agassi built his dominance one match at a time, businesses can create enduring value by focusing on consistent progress.
Applying Agassi’s Lessons to Your Business Strategy
The rivalry between Andre Agassi and Boris Becker serves as a timeless reminder that the road to success lies not just in raw talent but in strategy, observation, and adaptability. Agassi’s brilliance wasn’t simply about outplaying Becker - it was about outthinking him, finding a small but powerful advantage, and using it with precision.
Key Takeaways for Leaders and Strategists
Look Beyond the Obvious
True competitive advantage often hides in plain sight. Train yourself and your team to notice subtle details others might miss.
Balance Patience and Action
Just as Agassi waited for the right moments to use his insights, effective leaders know when to act and when to hold back.
Build for the Long Game
Victory isn’t about a single win; it’s about sustainable success. Focus on strategies that create lasting impact.
As you reflect on your organization’s challenges and opportunities, think about where your “Becker’s tongue” might be hiding. What overlooked insights could shift the dynamics in your favor? And how can you position your team to think like Agassi—proactive, analytical, and always one step ahead?
Great strategies, like great matches, aren’t won in a single moment. They’re built point by point, insight by insight, and move by move. Embrace the process, and success will follow.
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Great post