Maintaining a Competitive Edge in Business

Maintaining a Competitive Edge in Business INTRODUCTION   Ã‚  Ã‚  Ã‚  Ã‚  The performance of nay business nowadays is very much triggered by stringent competition due to the existence of other players in the respective industries with the iam of providing the general consuming public with products and servces which were previously made available by other suppliers. To survive such predicament, businesses execute their own set of strategies. Various operations strategies have ben identified in order to maintain their sustainable competitive edge and to establish their place in the market as against other players in the industry. In this paper, the researcher will closely analyze the case of J. Sainsbury, a leading supermarket with interests in finance in the United Kingdom. The researcher will identify the performance objectives of the entire industry and compare it with that of J Sainsbury, and analyze order qualifiers and order winners as regards to the business operation of the business. More importantly, the researcher will also give suggestions on what steps can the company do in order to maintain its sustainable competitive advantage despite the growing competition in the industry with the entry of other players and the growth of previously identified competitors. PERFORMANCE OBJECTIVES   Ã‚  Ã‚  Ã‚  Ã‚  Performance objectives refer to a set of goals and aims specified by the company or the industry which are expected to be achieved after implementation and execution of a set of strategies which are formulated top improve the performance of the organization. The supermarket industry in the United Kingdom is very diverse and competent as each have varying strategies and tools on how they can better serve the public so that they will have an increased market share as against the other players. The key performance objectives of the operations of these supermarkets are geared towards increasing their market share and generating more profit. One of the performance objectives of the entire supermarket industry in the United Kingdom would be to increase their economic value which involves earnings in profit, creation of new customers, innovation, and the best use of available resources. Furthermore, another performance objective of operations in the industry would be imp rovement of the companies social function which entails their ability to perform the conduct of their business while reaping benefits which are beneficial to the society such as corporate social responsibility measures. One more performance objectives would be to improve its human capital which in turn will reciprocate better service in the industry. Another performance objective of the business would be helping in the growth of the nation through improving internal and external environment of the company. The last performance objective of the company would be to be able to expand operations on other areas of the business aside from food retail which has been the industrys main business. ORDER QUALIFIERS AND ORDER WINNERS   Ã‚  Ã‚  Ã‚  Ã‚  Order qualifiers refer to the characteristics various products which are offered by the company that can qualify for such products or services to be considered for purchase by the customer. On the other hand, an order winner refers to the characteristics of a product or service that wins the order or the final and most important factor which triggers the purchase. A company is said to be in a trouble if its best investments or its sustainable competitive edge is not important to the general consuming public. Order qualifiers and order winners are important for the firms products and services because eit stipulates the criteria which are identified by the consuming public and these criteria must be present in their offerings for such to be considered as a valuable option.   Ã‚  Ã‚  Ã‚  Ã‚  For instance, in the United Kingdom, when the shoppers think of which supermarket they should buy their needs, they consider these supermarkets in terms of order qualifiers. Order qualifiers would include which ones has the lowest price, highest quality of products, socially responsible business, most accessible, among other factors, nonetheless, presented with this qualifiers, the customer will choose which one to visit base on the order winner or the characteristic or final consideration which makes them choose that supermarket, normally the organizations sustainable competitive advantage. For instance, it can be assumed that what makes J. Sainsbury an order winner is its focus on quality which makes them the best in food and health as they deliver to the public a perpetually improving quality shopping experience exceeding customer expectations. THE OPERATONS OF J. SAINSBURY   Ã‚  Ã‚  Ã‚  Ã‚  Being one of the leading supermarkets in the United Kingdom, J. Sainsbury has been continuous in providing the public with a shopping experience of the highest quality in terms of the products and services which it offers. The remaining section will discuss the operations of J. Sainsbury in line with the performance objectives in the industry which have been earlier identified.   Ã‚  Ã‚  Ã‚  Ã‚  The first performance objective identified was economic benefits. J. Sainsburys operation undeniably surpassed is economic benefits as illustrated by the profits which the company earned in the previous year. According to the companys Chief Financial Officer, they made good progress despite the challenging economic environment and their sales even soared 6% higher from the previous year which is indicative of a good economic performance. The company is also generating more than 18 million customer transactions on a weekly basis with a 16% market share. Furthermore, in terms of its social function the company also showed in its operating review its continuous emphasis of corporate social responsibility as being significant in the growth of their business. The company has made a positive difference in many communities by being able to support charities such as Comic Relief where they raised almost 10 million pounds and Active Kids where their donation almost reached 70 million pounds worth of sport equipments and other items. They have also implemented efforts to reduce to negative environmental impact of some supermarket practices such as when it comes to plastic bags. The improvement of the workforce has also been identified as a performance objective in the industry. Such has been shown by the company thorugh its efforts to improve the quality of the labor force for better service. It also continuously gives out monetary bonuses and incentives for good service performance which will motivate the employees to do better because they know that they are being recognized. Another performance objective earlier identified was being able to help in the growth of the nation. J. Sainsburys has been committed to this by providing employment opportunities which gave the citizens an avenue of earning as they work in a dynamic corporate environment. It also perpetually creates opportunities to help the unfortunates in the nation by involving in partnersh ips with different groups. The last performance objective of the industry as earlier identified would be being able to expand their operations to open more opportunities and to serve more markets. J. Sainsburys response to this objective would be improvement in its non-food sector such as sales for home and lifestyle items. They have also expanded business through their additional channels to reach more market such as going on-line. RECOMMENDATIONS   Ã‚  Ã‚  Ã‚  Ã‚  As what has been shown by the discussion above, it can be assumed that the performance of J. Sainsbury in the market is doing well. The financial performance is indicative of good business while their corporate social responsibility is indicative of how well they help the society by bringing back whatever they have earned from the public. The strategies which have been identified and formulated by the company showed success in being able to maintain its competitive advantage in the market and in being able to manage competition from other players in the industry. The increase in their net sales is indicative that they were able to manage other players and they were able to do business in a good way despite the challenges which where brought about by the global economic downturn.   Ã‚  Ã‚  Ã‚  Ã‚  To be able to maintain its competitive position in the industry, J. Sainsbury must be able to perpetually put an emphasis on its on-going strategies and how maximum benefits can be reaped from such. Competition will always be rough in an industry which is as rough as the supermarket business in the United Kingdom. Both small and big players will have continued efforts in order to outplay and compete against each other. There will be competitive efforts which will focus mainly on price as such ahs been deemed as the most important order qualifier among the general consuming public. To be able to manage such competitive strategies, J. Sainsbury must always remember that the lowest price does not guarantee the most market. Price is a big indication towards purchase, but more emphasis should be put into quality as such is more important. There is a significant need to be able to compete on price. Nonetheless, the need to compete on quality can otherwise prove to be mo re paramount among consumer concerns.   Ã‚  Ã‚  Ã‚  Ã‚  The operations strategies which have been earlier identified will help the company increase its share in the market or at least retain its current position. The researcher recommends that the company must put a continued emphasis on its efforts towards helping the community and the entire nation. The corporate social responsibility or the set of practices of every organization which are geared towards the environment should always be of paramount concern. The general consuming public is being increasingly aware of how to protect the environment. With that, the company must be sensitive towards this concern and must continue its efforts towards providing the public with an environmentally friendly shopping experience such as through the bags their use and improvement in their waste disposal practices in order to keep the environment clean. Moreover, they should also continue their efforts to help communities in which they pay back from the revenues they have earned from the public. A portion of their earnings shall be directed towards helping others by showing value to the same society which gave them the profit in the business. More importantly, it should continue to generate employment opportunities in the United Kingdom to be able to help the nation and to help improve the performance of the business by employing more competent and qualified individuals who can render excellent customer service which in the long run will translate into increased profit.   Ã‚  Ã‚  Ã‚  Ã‚  The competitive environment for supermarkets in the United Kingdom is tough. Nonetheless, with the formulation of effective individual operation strategies, the business will be able to outplay competition and survive in the marketplace as it continue on its perpetual efforts to help the public by offering them with a shopping option of the highest quality. REFERENCES: J. Sainsbury Annual Company Report (2009). Retrieved on April 29, 2010 from http://www.j-sainsbury.co.uk/files/reports/ar2009_report.pdf Business Studies (n.d.). Objectives of Business. Retrieved on April 29, 2010 from http://www.nos.org/Secbuscour/cc03.pdf Waterman H. (2007). UK Supermarket CSR Reports: A Comparison Using Environmental and Social Reporting Guidelines. Retrieved on April 29, 2010 from http://www.fcrn.org.uk/researchLib/theses/supermarket%20CSR%2007%20Holly%20Waterman.pdf

Nietzsche Essay -- Evolution Religion Creationism Science Essays

Nietzsche In 1859 Charles Darwin offered a theory that seemed to disprove the longstanding explanation of the origin of existence. Darwin’s theory of evolution proposes a convincing argument that the universe was not created for a purpose, with intention, by a conscious God, but rather, was a phenomenon of random change. Friedrich Nietzsche articulated the gravity of the effect of Darwin’s theory on society. He said that when Darwin published the theory of evolution people stopped believing in God. Nietzsche wrote that when people stopped believing in God, God died. Nietzsche’s assertion pivots on the assumption that God’s existence depends solely on human belief. Nietzsche assumes that belief is the greatest power that humans possess, but that this belief could not stand strong against the theory of evolution.   Ã‚  Ã‚  Ã‚  Ã‚  Many people believe that in order for life to be worth living, there must be an overarching purpose to existence, and thus, according to Nietzsche, form illusions for the sake of comfort. By believing in a morality, God, or other higher cause, people get to live their dream that there is ultimate justification for everything. This serves to allow the imposition of an illusion so that one does not have to view the â€Å"truth† of the universe. One of these â€Å"truths† that Nietzsche proposes people deny is the â€Å"death of God†. Nietzsche’s statement that â€Å"God is dead† is intended to imply that there is a more accurate manner of existing now than following traditiona...

Competition Freaks Essay

According to Dr. Phil, Everybody likes to be a winner, but some people are â€Å"competition freaks† who have to be first, be the best or win at everything they do. This overly competitive nature oftentimes causes tension in their personal relationships. â€Å"Love and competition are oil and water, they do not mix,† Dr. Phil warns. He offers the following advice for competitive people who want to overcome their need to compete, and learn to relax and enjoy what they have. Being competitive in our academic, working and personal lives can be good for achieving success and moving into the ranks of glory and glamour. Competitive attitudes can help you to feel energized, able to take on challenging tasks and ready to achieve many things in life. However, competitive behavior that is not considerate of your well-being or well balanced in its application can take its toll, leading to self destruction and perhaps ostracizing the very people you care about the most. REFERENCE: http://www.drphil.com/articles/article/510 http://www.wikihow.com/Be-Competitive-in-a-Non-Destructive-Way 1. SELFISHNESS B. EFFECTS OF COMPETING 1. NEGATIVE EFFECT 1.1 SELF- HATRED Another risk of burying our competitive feelings is that we may turn them around and use them to feel bad about ourselves. A straightforward competitive thought like, â€Å"I hate that he is so smart and always says the right thing,† may turn into an attack toward our selves like, â€Å"You are so stupid. You never know what to say. He is so much more engaging than you.†Ã‚  When we turn against our competitive feelings, we turn against ourselves. We feel ashamed of who we are and what we want. Instead of seeking to emulate the people we admire, we simply tear ourselves down in relation to them. With so many negative manifestations of suppressing our direct competitive feelings, how can we face them more honestly and make sure to use them in healthy ways? First of all, we have to remember that feeling competitive is not about letting these emotions take over or ruminating in negative thoughts. It’s about accepting our naturally occurring competitive responses, feeling them fully and moving on. We can accept that we have these feelings a lot of the time. We can even have fun with them, letting ourselves have the nastiest thought possible, then letting that thought go. Doing this as an exercise can feel clean, healthy and even refreshing. As illustrated by the above examples, when we suppress our competitive feelings, they have a way of seeping into and influencing our behavior. Yet, each time we acknowledge that we have these thoughts, we can consciously choose how we want to act. We can be much more proactive in becoming the best version of ourselves, both accepting ourselves and evolving, as the motivated (and competitive) individuals that we inherently are. 1.2 JEALOUSY/BEING ENVY Competitive feelings can be full of jealousy. Allowing ourselves to have competitive thoughts will not leave us falling victim to unstoppable fits of envy or suspicion. When we hold back our healthy and natural competitive feelings, we strengthen the negative parts of those feelings –jealousy included. Instead of building a case against someone, we can face the reality of our feelings and adopt a healthier attitude. For example, a guy I know recently revealed to me a thought process he went through at a party with his girlfriend. He noticed that she was happily chatting with other people, including a few men throughout the night. At first he thought, â€Å"She is totally flirting with my friend. Why does she light up around him? Is she more into him than me? I should just dump her before she makes a fool out of me.† At a certain point, he realized that what he was really feeling was competitive. He wanted her to respond to him the way she was responding to other people at the party. His thinking quickly changed to, â€Å"I love when she is fun like this. I want to share that with her.† Instead of listening to  the voice in his head that told him to pull away and act cold to her, he joined her and engaged in joking around with her. By being lighthearted and fun himself, she was naturally drawn to him, and they were both able to feel closer and happier with each other. If he’d acted on his jealous insecurities, rather than admitting he felt competitive, he would have achieved just the opposite. 1.3 SELF-DENIAL One of the worst results of denying our competitive feelings is that it can cause us to reject what we really want in life. Because feelings of desire or jealousy make us uncomfortable, we may pretend that we don’t want whatever we once longed for anymore. If someone we had a crush on goes out with someone else or if a job we interviewed for falls through, we can easily turn against ourselves and become self-denying. Instead of thinking, â€Å"I really wanted that, and I’m furious that I didn’t get it,† we might think, â€Å"I don’t even care. I never really wanted that. I’m not going to put myself out there to embarrass myself again.† When we engage in this pattern, we become increasingly passive. Rather than going after what we desire, we avoid it, all in the interest of denying our â€Å"unacceptable† competitive feelings. REFERENCE: http://www.psychologytoday.com/blog/compassion-matters/201309/the-benefits-feeling-competitive 2. POSSITIVE EFFECT 2.1 MAKES YOU PERSEVERE When you look at someone ahead of you and you do whatever it takes to catch up to them†¦that is the essence of perseverance. You don’t give up until you are at the top. Without competition, we would have no reason to persevere. We wouldn’t know our limits and how far we can stretch them. The rewards of perseverance are priceless and to experience such rewards, you need a reason, and competition is that reason. 2.2 HELPS ASSESS YOUR STRENGHTS AND WEAKNESSES Following up from my previous point, what you do notice is what you are doing right and what you are doing wrong. With competition, you have a way to measure how well or how poorly you are doing. Knowing what you are good at and what you are not is extremely important, because success is all about accentuating your strengths and hiding your weaknesses. How well you accomplish this determines how far you go. REFERENCE: http://www.ineedmotivation.com/blog/2008/05/7-positives-of-competition/

All the Light We Cannot See and Human Nature - Free Essay Example

Sample details Pages: 7 Words: 2249 Downloads: 3 Date added: 2019/08/15 Category Literature Essay Level High school Tags: All The Light We Cannot See Essay Did you like this example? In daily life, people tend to make a mix of selfish and selfless decisions. In times of conflict, decisions are more important and can be the difference between life and death. Anthony Doerr tells us that during times of conflict, it is human nature to pick a side of either selfish or selfless decisions. Don’t waste time! Our writers will create an original "All the Light We Cannot See and Human Nature" essay for you Create order Doerr shows us that people tend to pick a side based off of love or fear. Love, in this case, is showed in devotion to a person or an organization. Fear is the fear of the consequences of war or conflict, like imprisonment, torture, and death. Not only does fear or love motivate someone to pick a side, it also causes people to change sides. In All the Light We Cannot See, Doerr shows that in times of conflict, it is human nature for people to gravitate towards selfishness or selflessness. Doerr uses his characters to show that love and fear determine peoples inclination to selfishness or selflessness, and their ability to change between the two. All the Light We Cannot See follows the story of two different characters, Werner Pfennig and Marie-Laure LeBlanc. Werners story takes place in Germany, and Marie-Laures story takes place in France, but the stories happen at the same time. Marie-Laure lives with her father Daniel LeBlanc, who works at the Museum of Natural History. Marie-Laur e hears about the legend of the Sea of Flames, a diamond that is said to make the holder immortal but kill the holders family. Von Rumpel, a Geman official, is searching for the diamond, and Marie-Laure and her father flee with the diamond to live with her great-uncle Etienne. Marie-Laure and Etienne later in the story help the resistance by broadcasting codes they receive in loaves of bread. As this happens, Werner is sent to the National Institute, a boarding school for raising young boys to become German soldiers. His skills at building radios earn his spot there, and after he graduates, he works with teammates Volkheimer and Neumann One and Two, known as the Neumanns, to hunt foreign radios. Werner hears Marie-Laures broadcasts that she does with her great-uncle Etienne and is motivated to save her from von Rumpel, who is in her house trying to find the diamond. Werner kills von Rumpel and saves Marie-Laure. After being saved, she hides the diamond in a hidden grotto she uses, where she was previously held up by von Rumpel, and gives the key to the grotto to Werner. The characters separate and never see each other again. Doerr uses his character, Werner, to show how fear can cause someone to make selfish decisions. Werner is also used as an example of someone who changes and begins to act selflessly because of love. Werners selfish decisions in the novel are motivated by fear. Werner demonstrates his selfishness by looking out for himself. He doesnt speak up against things he feels are wrong. When Werner was a teenager at the National Institute, he watched his peers be mistreated by authority figures. He then proceeded to obey those authority figures he disagreed with and followed orders he knew were wrong. Later in the book, when Werner is working with Volkheimer and the Neumanns, he acts the same way. Werner complies with his duties, reports the locations of foreign radios, and enables the killings of the people using those radios. Despite disagreeing with this and having the power to prevent it, Werner simply watches it happen. In both these scenarios, Werner remains silent because he believes he has no choice but to follow orders. When Frederick is whipped by Bastian, an instructor at the National Institute, Werner is unsure whether he should speak up for his friend. every part of him wants to scream: is this not wrong? But here it is rightWerner opens his mouth but closes it again. (Anthony Doerr, All the Light We Cannot See) This quote on page 194 shows that Werner sees no other choice but to remain silent. Werners fear causes him to act selfishly by not standing up for Frederick. The other choice he refuses to acknowledge is the acceptance of the consequences of speaking up. He also remains silent because of his fear of the consequences of speaking up. His fear of these consequences is rational. The cruel and grotesque beating of Frederick that resulted in Frederick being sent home is terrifying to Werner and deters him from speaking up as Frederick did. Frederick speaking up resulted in his beating, and the fear of this and the other consequences motivates Werner to comply with orders he disagrees with. Despite fear influencing Werners decisions, he is able to make an important, selfless decision that changes him. When Werner hears Marie-Laures broadcast, he makes the decision to not tell his team about its existence. The broadcast brings back memories of him and his sister Jutta listening to that same broadcast and music, and Werner is deeply moved by this. He confronts his years of moral cowardice and sees that he does have another choice; the choice he has refused to acknowledge until now. He sees that he can risk and accept the consequences to make a decision he knows is right. Werners decision is affected by his memory of Fredericks refusal. This recollection is shown on page 407, ..it was Werner who pretended there were no choices, Werner who watched Frederick dump the pail of water at his feet-I will not- Werner who stood by as the consequences came raining down. (Anthony Doerr, All the Light We Cannot See) This memory helps Werner realize he has multiple options, and that accepting the consequences is part of doing what he knows is right. This memory helps Werner change and make a self less decision. Werner, inspired by Fredericks defiance, accepts the dangers of his decision and risks himself for Marie-Laure. This decision to act for others instead of himself is an act of selflessness that changes him. Werners love for Jutta, the broadcasts, and the broadcaster he doesnt even know cause him to act selflessly. Etienne is used to show how fear can prevent someone from acting selflessly, even if they want to act selflessly. He is also used to show that love can be stronger than fear, and can enable people to act selflessly. Etienne is a character similar to Werner because he makes decisions for himself. What is different between the two, however, is that Etienne wants to act for others, but cannot. Etienne has PTSD from fighting in World War 1 and has a phobia of leaving his house. When Etienne is introduced to Marie-Laure, she finds out that he has not been outside for decades. He has episodes of anxiety and panic that leave him vulnerable and weak. His fear and PTSD prohibit him from acting selflessly, and he can only act selfishly and for himself. They prevent him from helping in the resistance the way he wishes he could. Etienne is forced to let Marie-Laure pick up the bread with the codes, for he cannot leave the house. In this situation, his fear is more of a disability than her blindness. His inability to act for Marie-Laure and others causes him to make selfish decisions, whether he wants to or not. When Marie-Laure is held up in the grotto by Sergeant Major Reinhold von Rumpel, Etienne is alarm ed by her lateness. His love enables him to make the decision to go looking for her. He is tormented while making the decision, shown on page 418, Now Etienne hyperventilatesStands in the foyer summoning all his resolveHis heart beats icily in a faraway cage.(Anthony Doerr, All the Light We Cannot See) Etienne had to overcome his crippling fear of the outside to go looking for Marie-Laure, and this selfless act changes him. Etiennes love for Marie-Laure overpowers his debilitating fear of the outside, and he is finally able to act for her and act selflessly as he has been wanting to do for years. After this event of him breaking through his fear, he discovers a new strength in himself. He feels young, strong, and glad to have a job for the resistance before he is arrested. Love overpowered Etiennes fear and enabled him to act selflessly. Sergeant Major Reinhold von Rumpel is an example of someone whose fear overtakes their loyalty and causes them to change and act selfishly. Von Rumpel, before his fear changes him, acts selflessly. He is tasked with finding the Sea of Flames for Hitler and the good of the Reich. Von Rumpel intends to carry out this task no matter what. He believes in his superiors, their orders, and goes to extreme measures to track down the Sea of Flames. One extreme measure shown is his tactics used at the Museum of Natural History. He tests the patience of Professor Hublin, the museum director, in a tense battle of waiting. After von Rumpel threatens Professor Hublins children, Professor Hublin gives in and shows von Rumpel the safe and a decoy of the Sea of Flames. He goes through all this for the Reich and is motivated by his devotion for it. However, von Rumpel and his motivations change after he finds out he has four months left to live due to a tumor in his body. This changes the reasons behind von Rumpels search. Von Rumpel considers the legend of the Sea of Flames, and the supposed immortality it brings to the holder. He subconsciously makes the decision to look for the diamond for his own benefit, rather than for the Reich. This changes his search and his decisions to a selfish nature. Von Rumpel becomes more desperate and frantic in his search as his time runs out. His fear of death motivates him to act selfishly. He is also fearful of lack of control. Von Rumpel has always had control, and when he is confronted by the things he cannot control, he becomes fearful. These things he is confronted by are the tumor and his death. Von Rumpel doesnt realize his search has become selfish until his last days in Marie-Laures house when he stresses over the location of the diamond. Von Rumpels last days are clouded and affected by his illness and medications, and in his delirium, he acknowledges that he is going to use the stone for himself and for selfish purposes. Von Rumpel is so desperate he attempts to murder Werner, a member of the Reich, the organization von Rumpel used to serve so selflessly. Von Rumpels fear of lack of control and death changes his motivations and decisions to a selfish nature. The character of Claude Levitte shows that people gravitate to selfishness or selflessness and often dont change. Claudes fear determines his selfishness and his decisions to remain selfish. Claude, in times of conflict, acts selfishly. He hurts other people for his own gain. Claude is seen with more material goods than the other people in town. Claude works with the Nazis by giving them information and selling out his neighbors. Claude is motivated by greed, for his information results in more material goods, but he is also motivated by fear. Claude is afraid of the Nazis, and he gives them information to secure his position and their trust. Self-preservation, paranoia, greed, and ultimately fear motivates Claude to help the Nazis. His actions affect the other characters. Claude is responsible for Daniel LeBlancs arrest and helps von Rumpel locate Etiennes house. Greed motivating his selfish decisions is shown on page 410, The perfumer squints.hiseyes trumpet one message: I want. Give me. (Anthony Doerr, All the Light We Cannot See) Von Rumpel, in his interrogation of Claude, sees Claudes motives for helping the Nazis. He sees how greed was a determining factor in Claude making selfish decisions. Claude is different from Werner, Etienne, and von Rumpel because conflict does not change him. Instead, it heightens his selfishness, which was known, but less apparent before the conflict or war. Even I can see his family getsmore meat, more electricity, more butter. I know how such prizes are won. (Anthony Doerr, All the Light We Cannot See) This quote on page 269 shows that Claudes selfishness was known by his neighbors. It shows that the townspeople know that conflict hasnt changed Claude, its simply worsened his selfishness. Conflict caused Claudes fear and greed to affect his decisions, and his selfishness and willingness to exploit people for his own gain are revealed. Werner and Etienne overcome their fear, change, and start to act selflessly because of love. Von Rumpels loyalty, strength, and selflessness are broken down by his fear, which causes him to act selfishly. All three characters are used by Doerr to show how love and fear change someones selfishness or selflessness. Claude is used by Doerr to show peoples tendencies to gravitate towards selfishness or selflessness. Doerr uses Claude to demonstrate that a lack of change in relation to fear or love will result in a lack of change between selfishness or selflessness. Conflict influences peoples decisions and why they make them. During times of conflict, it is human nature to lean towards selfishness or selflessness. Peoples fear or love determines whether they will act selfishly or selflessly. In All the Light We Cannot See, Anthony Doerr show s that in times of conflict, human nature is to act selfish or selfless. Doerr uses his characters to provide examples of love and fear, and how they determine peoples selflessness and selfishness.