strategy+business, July 31, 2023
by Theodore Kinni
Photograph by Viacheslav Peretiatko
The ranks of companies that have faced existential crises and succumbed are legion. When industries disappear and markets dry up, turnaround leaders who are charged with picking up the pieces and transforming for the future might find some perspective and inspiration in Virgil’s Aeneid.
“The song of the Aeneid is meant for moments when people desperately need to wrap their heads around an after that is shockingly different from the before they’d always known,” writes Andrea Marcolongo, an Italian journalist and former speechwriter for Prime Minister Matteo Renzi, in her book about the 2,000-year-old epic poem, Starting from Scratch: The Life-Changing Lessons of Aeneas (translated by Will Schutt). “In the parlance of forecasters: The Aeneid is warmly recommended reading for days when you’re in the eye of the storm without an umbrella.”
The Roman emperor Octavian commissioned Virgil to write the Aeneid at just such an unsettling moment. The Roman Republic had disintegrated into a series of civil wars, which eventually resulted in Octavian establishing himself as its first emperor in 27 BC. He wanted Virgil to create a piece of work that reinforced his claim to power and reassured the empire’s subjects about their prospects under his rule. Virgil did this by linking Octavian’s divine authority to the origin story of Rome.
The reluctant hero of this tale is Aeneas, the son of a prince and the goddess Venus, a character Virgil borrowed from Homer. In Homer’s Iliad, Aeneas fights in the Trojan War against the Greeks. In the Aeneid, Troy has fallen after a long siege (that darn horse).
As Aeneas surveys the wreckage, he steels himself for a fight to the death. At this moment, Venus appears and tells him to face reality. The gods have abandoned Troy, she says, Aeneas should salvage what he can and save his family and companions. Her son is still reluctant to give up on Troy, until the ghost of his dead wife prophesizes that in doing so, he will eventually “come to Hesperia’s land, where Lydian Tiber flows in gentle course among the farmers’ rich fields. There, happiness, kingship and a royal wife will be yours.” Finally, Aeneas gets the message. He gathers his compatriots (the Aeneads); they build a fleet of boats and set sail. Therein lies the first lesson for turnaround leaders: when your industry or the markets your company depends upon are in ruins, don’t double down. Move on. Read the rest here.
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