No, you're not at war.
I have a strong distaste for military or police metaphors in business. Heavy use of military verbiage from leadership sends the message that you're leading from a place of assumed authority rather than earned trust, a position that quickly erodes morale and engagement.
With the current adverse market conditions, I've seen a huge increase in tech startup leaders referring to this challenging period as "wartime", communicating the severity of the challenges ahead as being "at war" and hosting talks with titles such as Effective Wartime Leadership: Maximizing your org’s impact in the ‘Do More with less’ economy.
This sensationalising of the position many companies are in is an attempt to motivate; to rally around a perceived common enemy, a misguided attempt to motivate through fear. You are not at war. Focus on building a sustainable and profitable business, not winning at any cost – competition is fierce, but it's not a zero-sum game. A rising tide lifts all ships.
Leading a business through hard times doesn't need a common enemy, or pushing your people to commit to the mission at the expense of their humanity. Yes, it's reasonable to expect a lot from people – their commitment and dedication to the company's success – but not at the ruthless expense of all else, implied and required by the wartime metaphor. Expectations need to be in balance with our needs as human beings for rest, play, and safety.
Invest in morale first, and your people will help navigate the worst of times willingly. Everyone you work with is there for the same reason: they believe in the mission or product in service of improving their own lives and that of those around them. The business is not the end goal.
Let's shift the messaging from a rallying call to join the fight in a bloody "us vs them" battle, and start talking about how we can navigate uncertainty together through collaboration and remembering that the work is just one part of the puzzle.