When do you know a shift is occurring that will significantly alter the competitive landscape and terms of play?
There are some people who lead a shift and determine its direction. Steve Jobs engineered a series of discontinuities that not only changed the world of communication and social engagement, they also vaulted his company to another level.
But for most of us “mere mortals,” a shift is experienced after is has begun and marketplace changes are being felt.
Most retailers waited to see how online buying was going to evolve before morphing their brick-and-mortar business into virtual stores with cyber-selling.
The traditional media world is another example where the players are gradually incorporating digital and mobility capabilities into serving their customers and marketing their services.
It is rare that one is able to “see the forest for the trees” when discontinuity strikes; it is virtually impossible to see ahead and predict how it will all play out.
What is certain, however, is that those that decide to stand on the sidelines and observe the action forego any opportunity to influence the shift and have any control over the outcome.
Willing and active participants stand a chance of surviving; you either lean into a shift or be subsumed by it.
8 Actions You Can Take To Be a Shift Survivor
1. Be a learning organization, always listening for changes taking place in customer behavior. Study adoption rates of new technologies and customer solutions. Pay special attention to Millennials and women; they both wield the power to make you or break you.
2. Create a risk-taking culture. Shift survival = (doing) (lots of) (imperfect) (stuff) (fast). If you are not experimenting in the shift, you won’t survive it. Judge your survival competency on the number of failures you create.
3. Disrupt your current direction. Aggressively intervene on yourself and push for order of magnitude change. Modest change won’t satisfy the shift; monumental change might.
4. Apply “extension thinking” to overlay a trend in other industries on your business. Digital shift creates new value for people by connecting and controlling smart devices through cloud-based software platforms. What opportunities does this capability make possible for you? Study the trees and consider the broader implications.
5. Get your plan “just about right.” Reduce precision in the plan; increase precision in execution. Don’t try to create a perfect plan. It doesn’t exist, and while you are trying to discover it, you are not doing anything. Take an imperfect plan, execute it flawlessly, learn from the results you achieve and adjust it along the way.
6. Cut the crap that gets in the way of engaging in the shift. The projects and activities that may have been important in the old world may be grunge in the new, shifted version. How much stuff in the traditional print media business is crap in the digital world? How many resources are deployed in print vs digital? Preserving print robs you of the ability to engage the shift. Honor but expunge the old; you don’t have sufficient bandwidth to take on the new if you don’t.
7. Create VALUE that is relevant and unique for the customers you serve. Stop flogging products; start delivering experiences. Address the key wants and desires of the customers you choose to serve. Be the ONLY one that does what you do in order to stand out from the herd.
8. FOCUS. FOCUS. FOCUS. Do the few things critical to your shifted direction; avoid the possible many. Failure (and survival) is directly related to the amount of unproductive activity you have going on. Pick three (or four) projects and do them brilliantly.
Surviving shift requires different thinking and different action. if you presume that what got you here will get you to where you need to go, you’re fooling yourself.
About the Author: Roy Osing is a former executive vice president and CMO with over 33 years of leadership experience. He is a blogger, educator, coach, adviser and the author of the book series Be Different or Be Dead.
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