Blending: Good branding listens to people's real needs, just like aikido teaches us to connect with a partner's energy rather than oppose it
Entering: A decisive, committed entrance on the mat mirrors stepping boldly into your market space—claiming your position instead of waiting for permission
Redirecting: When your partner changes direction, you pivot smoothly to maintain connection—when market conditions shift, adapt your message while keeping your core values intact
Non-resistance: Instead of fighting negative feedback, blend with criticism and redirect it into honest dialogue about real improvements
Ukemi: Practicing how to absorb force and redirect it into recovery teaches adaptation—marketing requires taking market resistance and turning it into strategic adjustments
Connection before technique: You can't throw someone you're not connected to—you can't sell to people who don't trust you first
Continuous practice: Both aikido and marketing require daily repetition, small adjustments, and honest assessment of what's actually working
The difference between dojos that thrive and those that fade often comes down to two things: articulating why aikido matters to people who've never trained, and creating enough depth that those already training don't want to leave.
I would add the ability to side step away from an emerging market sector when it’s not right for you. A prime example was Haagen-Dazs entering the low fat ice cream market. It failed after only being on the shelves for 18-months.
Thanks for your perspective, Gavin. I’m not sure how the Haagen-Dazs example connects to the core of the post, which is about how Aikido dojos often struggle to see their brand from the outside.
Are you by any chance involved in Aikido yourself, either as a practitioner or teacher? Would love to hear your angle if so.
It connects because marketers tend to go after new categories that might not be aligned to their own strategy, whether that is martial arts or consumer products. And yes I have studied Aikido and was in brand marketing!
The parallels between aikido and marketing
Blending: Good branding listens to people's real needs, just like aikido teaches us to connect with a partner's energy rather than oppose it
Entering: A decisive, committed entrance on the mat mirrors stepping boldly into your market space—claiming your position instead of waiting for permission
Redirecting: When your partner changes direction, you pivot smoothly to maintain connection—when market conditions shift, adapt your message while keeping your core values intact
Non-resistance: Instead of fighting negative feedback, blend with criticism and redirect it into honest dialogue about real improvements
Ukemi: Practicing how to absorb force and redirect it into recovery teaches adaptation—marketing requires taking market resistance and turning it into strategic adjustments
Connection before technique: You can't throw someone you're not connected to—you can't sell to people who don't trust you first
Continuous practice: Both aikido and marketing require daily repetition, small adjustments, and honest assessment of what's actually working
The difference between dojos that thrive and those that fade often comes down to two things: articulating why aikido matters to people who've never trained, and creating enough depth that those already training don't want to leave.
I would add the ability to side step away from an emerging market sector when it’s not right for you. A prime example was Haagen-Dazs entering the low fat ice cream market. It failed after only being on the shelves for 18-months.
Thanks for your perspective, Gavin. I’m not sure how the Haagen-Dazs example connects to the core of the post, which is about how Aikido dojos often struggle to see their brand from the outside.
Are you by any chance involved in Aikido yourself, either as a practitioner or teacher? Would love to hear your angle if so.
It connects because marketers tend to go after new categories that might not be aligned to their own strategy, whether that is martial arts or consumer products. And yes I have studied Aikido and was in brand marketing!