How to stay hidden, yet visible: lizards and private companies know the trick

Having two faces is never a bad idea in business or nature
By George ILIEV

The advantages of staying private

Companies that stay private achieve two conflicting objectives: they can be as visible as they want to their customers but can hide strategic information from their competitors. A public listing on the stock market opens up a company for scrutiny by competitors, as the regular reporting to the stock exchange will disclose competitive information and strategic moves.

Lizards playing with colour

The male Iberian emerald lizard achieves the same double effect with the colouration of its head, according to recent research reported by The Economist. The bright blue colouring is iridescent: 

- when seen from above (by a predator bird) it reflects the surrounding landscape and blends in with the environment;

- when seen from ground level (by other lizards), the blue stands out against the landscape, potentially attracting mating partners.

(Photo: Iberian emerald lizard. Source: Wikipedia)

Aircraft privacy intrusion

In a starkly competitive move, Boeing bought 17 new Airbus planes from Singapore Airlines in 1999 in order to replace the Airbus batch with Boeing planes and keep the Singaporean flag carrier a loyal Boeing customer. In addition to getting the planes delivered (to be resold to other airlines), Boeing also received all the technical documentation that goes with an Airbus plane, thus gaining competitive intelligence directly from the horse's mouth. 

Competitors posing as customers to gain insight into their rival's business are not a new phenomenon. However, hawks have not yet cottoned on that they need to start hunting from ground level to catch a male Iberian lizard.

Further reading

The topic of how and why animals and companies operate in stealth mode is covered in my June 2014 blog post:

Stealth mode among companies and animals: Crickets and spiders learn to lie low 

(Crickets give up chirping, spiders disguise as bird poo, companies slip under the radar to avoid corporate predators.)

Stealth mode among companies and animals: Crickets and spiders learn to lie low

Crickets give up chirping, spiders disguise as bird poo, companies slip under the radar to avoid corporate predators.
By George ILIEV

Two recent science stories exemplify the evolutionary importance of disguise:

1. Crickets vs. Killer flies
Crickets in Hawaii have lost their ability to chirp in order to avoid attracting the attention of killer flies, their North American predator, BBC Science reports. In less than 20 generations, a mutation in their wings (the chirp-producing organ) has spread to more than 90% of the crickets on the island of Kauai. As a result, the crickets are now unable to rub their wings and produce chirping sounds but in return they survive unnoticed by the killer flies.

2. Spiders vs. Wasps
Spiders in Taiwan have learnt to disguise themselves in a decor resembling bird excrement, Discovery News reports. The spiders drag onto their web a pile of desiccated insect bodies, eggs and plant detritus to make themselves resemble bird droppings and thus avoid the attention of predator wasps.

3. Stealth mode in the corporate world
Companies of all sizes use disguise to avoid the attention of powerful competitors. Apple and Google develop new products under code names and in secretive locations, while startups often spend years in "stealth mode" to slip under the radar of large competitors. The most fascinating recent example is Google X: Google's semi-secret facility in California where at least eight new technologies are being developed.

There is only one thing Google hasn't thought of: covering up the facility in bird poo.

The Google Campus in Mountain View, California 

(Photo: Wikipedia)