Singing and dancing Masai warriors may not be everyone's idea of canny businessmen, but when a group of tribal elders visited the Institute of Directors in London, it became clear that businesses can learn from people used to living in hostile environments. The event, organised by management consultants ChangeMaker International, was an opportunity to discover how the wisdom and leadership skills of the Masai can be valuable tools in increasingly difficult economic times.

One of the key aspects of their culture is a sense of community. It keeps them together; it makes them stronger – and everyone has a say. Young or old, all members of the tribe are given high levels of responsibility and they take pride in themselves and the part they play in the community. When asked by a member of the audience what qualities the Masai look for in their leaders, Emmanuel, one of the Masai elders said: "patience, courage and the ability to ask questions".

The Masai say that the same philosophy can be applied to business. "One head is not so wise" is a saying at the core of their culture and they believe that businessmen and women shouldn’t be too proud to seek advice from other members of their organisations, no matter how junior. Companies should also think nomadically by clarifying their cattle (that’s customers and capital), defining their green pastures (marketing opportunities), and focusing on getting the two together.

Jo Owen, author of Tribal Business School and a speaker at the event, agrees and says that British business must, like the Masai, get tough to survive in the current difficult economic conditions. He says: "In 1984, the FTSE 100 was established. Eighty of the original companies have been taken over. Any tribe that survived for just 25 years would be deemed to have failed." His advice is:

1. Don't get into a fair fight - you might lose. Find out what you're good at, where you can beat the competition, and focus on that. Play to win.

2. Take the lead. Luck is not a strategy. Leadership in tribal terms is about courage. Have the courage to take difficult decisions.

3. A formula for survival and success does not exist in a book.

4. Change or die.

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