The other evening I noticed something small that perfectly illustrates how strategy really works.
Now, maybe I’ve read 1 or 2 Robert Greene books too many. But if he can derive some strategies from some of the simplest events in life, I figured I could share an insight I observed the other night.
Picture it! Phoenix, Arizona, dusk, a beautiful sunset, with a lovely view of the South Mountains from my front yard. Sometimes for nostalgia, I sit out in the garage and smoke a lovely cigar at the end of evening when I have the time.
Two geckos live near the light outside my garage.
While I was smoking my cigar, I noticed something interesting.
The smoke pushes mosquitoes away from where I’m sitting. Those mosquitoes drift toward the light… and the geckos feast.
No coordination.
No agreement.
But perfect alignment.
No need to invest heavily in insect repellent and citronella candles. I just had to adjust my strategy for that situation.
That moment reminded me of something I talk about often with businesses.
Most companies spend their time fighting symptoms:
- competitors
- algorithms
- pricing pressure
- platform changes
That’s like swatting mosquitoes.
The smarter move?
Change the environment.
At Carter Logic, we call this Environmental Strategy.
Instead of fighting every obstacle directly, we redesign the digital ecosystem around a business so better outcomes become natural.
That can mean:
• repositioning messaging so the right customers self-select
• aligning incentives with platforms that benefit from your growth
• structuring digital infrastructure so visibility compounds naturally
• timing strategic moves when momentum is already moving toward you
In other words:
Stop swatting mosquitoes.
Shift the air.
And pay attention to who eats when you do.
Because ecosystems — whether biological or digital — always reveal where the leverage is.
That’s the work
That’s the lens
That’s the logic