Being the buffalo means running into a business storm instead of away from it. When a storm rolls over the plains, cattle run away and stay inside it longer. Buffalo run straight into it and get through faster. The same holds in business: teams that address hard problems directly clear them faster than teams that freeze, spin, or avoid.
- Two kinds of leaders. Cows run from the storm and stay stuck in it longer. Buffalo run straight into it and get through faster.
- Common business storms: losing a key leader or A-player, supply chain breakdowns or rising input costs, tariff and regulatory shifts, revenue stalls from changing buyer behavior, growth outpacing systems, cultural erosion during scaling, and post-acquisition misalignment.
- The failure mode is not panic, it is paralysis. Most teams freeze, spin, or stay in the storm far longer than necessary.
- In a storm, what you do not do matters as much as what you do. Prioritization is the whole game.
- Three Pinnacle tools for the storm: the Strategic Vision and Execution Plan to align the team on a measurable plan, the FAST Rock Planner to name the priorities the team will deliver regardless, and the Weekly Tactical Meeting to solve issues in real time.
- A guide shortens the storm. Someone who has been up the mountain helps you see blind spots, decide faster, and make braver calls.
One of my clients recently said something that stopped me in my tracks: “We buffaloed the crap out of this quarter.” It was funny. It was raw. But it was also exactly right.
They had lost several key sources of revenue and knew they needed to make changes fast. But instead of avoiding the discomfort, they leaned in. They chose courage over comfort, and it made all the difference. Because in business, just like in nature, there are two types of leaders:
- The cows, who run away from the storm, and end up stuck in it longer.
- The buffalo, who run straight into the storm, and get through it faster.
What storm is your business facing?
Every business faces storms. Some are unexpected. Others are the result of slow leaks and decisions avoided for too long. A few we see often:
- Turnover of a key leader or A-player.
- Supply chain breakdowns or rising input costs.
- Tariff impacts or shifting regulations.
- Revenue stalls due to changing buyer behavior.
- Rapid growth that outpaces systems and stresses team capacity.
- Cultural erosion as a company scales.
- Post-acquisition confusion or leadership misalignment.
Most teams freeze. Or spin. Or stay stuck in the storm longer than they need to.
Why does running into the storm work?
Bold leadership means running toward the discomfort. Addressing issues head-on. Making the hard calls with clarity, alignment, and follow-through. That's where having a guide and the right operating system makes all the difference.
What tools help a team navigate a storm?
When you're in a storm, it's not just about what you do, it's about what you don't do. Prioritization is key. Three tools we bring:
- Strategic Vision & Execution Plan (SVEP): aligns teams around a clear vision and measurable plan.
- FAST Rock Planner: turns strategy into execution by identifying the Rocks the team commits to delivering, come hell or high water.
- Weekly Tactical Meeting: keeps the team aligned and accountable, solving issues in real time.
Why should you not navigate a storm alone?
It's easy to get overwhelmed in the middle of the storm. A guide who's been up the mountain before helps you get clear faster, see what you're not seeing, make braver decisions, and build systems that work. So if you're stuck, ask yourself: what would it look like to run into this challenge instead of away from it? It might just be the fastest way through. Let's climb.
Frequently Asked Questions
Where does the be the buffalo metaphor come from?
It comes from how cattle and buffalo behave differently on the plains when a storm approaches. Cattle sense the storm and run away from it, moving in the same direction the storm is traveling, so they stay inside it longer. Buffalo run directly into it and pass through the other side faster.
How do you know when to run into a problem instead of waiting?
If the problem is getting more expensive with time, it is a storm to run into. Underperforming leaders, unprofitable customers, and cultural issues almost always cost more the longer they sit. Problems that genuinely resolve on their own are rare enough that waiting is usually avoidance wearing a strategy costume.
What is a FAST Rock?
A Rock is a quarterly priority the team commits to delivering. FAST refers to the qualities that make Rocks work: they are frequently discussed, ambitious, specific, and transparent across the team. The point is fewer priorities, named clearly, that everyone can see.
How many priorities should a leadership team take on in a storm?
Fewer than feels comfortable. Three to five company Rocks per quarter is the usual range, and in a genuine storm the number should drop rather than rise. The instinct under pressure is to add initiatives, which is precisely what keeps teams in the storm longer.
Anthony Macleod is the founder of Higher Peak and a Certified Pinnacle Business Guide based in Phoenix, Arizona. He previously founded and exited Ally Pediatric Therapy, an autism therapy provider that grew to 8+ locations and 250+ employees. He now works with owner-led and search fund backed companies between $1M and $100M in revenue, implementing the Pinnacle Business Operating System as an embedded partner rather than a traditional consultant.
Want help navigating your storm?
Let's talk about what it would look like to work with a Pinnacle guide.
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