Apr 20, 2012 | Personal Rant
It is encouraging to see some intelligent debate emerging on the state of Australia’s productivity. The business forum in Canberra on April 12, the comment on the speech and scary graphs Don Argus presented a few weeks ago, and just in the pub, despite the objections of the CFMEU.
The productivity challenges we face can only be addressed at the Macro level by politicians, individual management can only do so much in their enterprises limited as they are by regulation, funding and their markets.
Our political leaders have a few very hard choices to make. Do they continue the mindless populism of short term expediency, or make the investments in the community that will not pay off immediately, but that have a long term benefit, not cashable at the ballot box for many elections?. They must decide between the long term prosperity of the country, and their short term prospects of re-election.
Governments have a portfolio of spending, and need to prioritise those investments that no individual or enterprise can make for themselves, public infrastructure, education, health services, defense, police and the judiciary, and a few others.
The motivation for the vote has re-directed billions into non competitive, unproductive investments driven by political expediency. It has to be reduced by the electorate understanding that governments just spend our money on our behalf, they do not produce anything.
Joe Hockey’s speech in London last week to the Institute of Economic Affairs seems at odds with the continuing determination of the opposition to give more away, without divulging the source of the largess. Selective use of some of the facts aside, the principal of less government and more self reliance is one we should aspire to before we all go the way of Greece, Spain, et al.
Luckily we have the resources to make those choices ourselves, at a pace that we can absorb, rather than having them thrust upon us , without any opportunity to mitigate the adverse impacts that will emerge for some.
Apr 19, 2012 | Customers, Strategy
Observing and working with a wide range of clients and networks over a long period, it seems to me that there are three foundations of strategy that appear time and time again, present in the successes, and absent in the failures.
- Differentiation. Clear, sustainable differentiation from competitors in a manner that customers value is the essence of strategy. Differentiation comes in many forms, superior product, service backup, design, marketing and distribution, and many activities, often seemingly mundane, but a part of the process of delivering value to customers.
- Simplicity. Successful enterprises are simple to the extent that everybody understands what they are doing, why, what role they play, and what constitutes success.
- Intellectual capital development. IC evolves from learning from mistakes and experiments, continuous improvement loops, communication feedback mechanisms, cross functional, cross company, and increasingly cross geographic collaboration and behavior. All these things create a culture, a “way we do things around here” that becomes the driver of corporate DNA evolution, and the creation of Intellectual Capital.
Strategy is probably the most commonly written about subject in management, scary to think its essence can be distilled into three simple headings.
Apr 17, 2012 | Branding, Marketing, retail
Woolworths has “gone for the box”, advertising their “Select” range of housebrand products. The ads broke last weekend, (they have been removed from Youtube, curious) and to me appear to pretty effective, because they convey a single, simple proposition, that of top quality at a value price. Weather you believe it or not is another matter, and weather Woolies can deliver consistently on the promise is doubtful. Woolworths are retailers, not marketers, so by nature and culture their buyers are transaction focused, rather than customer relationship focused, making alignment with their marketing a probable headache for senior management.
The advertising adds to the social media and mobile marketing efforts, increasingly effective targeting of consumers based on the data collected via their store cards, and their cross category promotional strength flogging petrol. It also serves to further cement the duopoly of Coles and Woolworths at the core of Australian FMCG retailing.
Clearly the roadmap has been charted by the UK retailers, Sainsbury and particularly Tesco, who have supplied most of the senior management of their combatant Coles. The investment in brand building by the two gorillas is just another brick in the wall that keeps suppliers of proprietary branded products on their knees.
Apr 16, 2012 | Branding, Customers, Marketing, Social Media, Strategy
Content is the new creativity.
In the “old days” a core part of developing advertising that had brand building as its purpose, was a need to be memorable, relevant, deliver a proposition, and cut through the clutter on TV (or magazines, or radio, our only choices) all in thirty seconds. Then you repeated the message, as the common wisdom said, until you were sick of it, because the punters were only just getting to recognise it.
All that is changed, now media choices are numbered in the thousands, and you need to engage punters, one by one.
The content of the communication therefore is the still the key, but you get only one shot at it in most cases, and you rely on, perhaps pray for, the recipient to pass it on to like minded people they know.
Makes it pretty hard.
How do you market a bookshop? Common wisdom would say get really deeply into a niche with a few enthusiasts, or get out while you can, as it is all going on-line.
However, every now and again, a piece of luck comes along, that when combined with creativity and truly great understanding of what your market, wherever they are, may be looking for, you get something like this short bit of brilliance from Barter Books.
Would you go anywhere else?
Apr 12, 2012 | Management
We all do stuff in business every day, and largely assume that it needs to be done because it is in the budget. In other words, we are making investment decisions at a micro level simply because there is an institutional requirement to consume the resource.
Rather than just proceeding as the plan says we should, we should be asking ourselves every day if the investment at any level we are about to make is strategically the right thing to be doing, will it enhance the longevity of the enterprise, and the manner in which it contributes to all stakeholders.
It seems to me that often activities of planning and delivering are almost mutually exclusive. A senior bunch does the planning, then hands the completed plan on to others to deliver.
All the analysis in the world will not substitute for getting on and doing things, analysis is too often an excuse for procrastination, and the fear of being wrong. Then when the competition gets in first, the too frequent reaction is to be second, at a discount in the hope of gaining the share squandered by indecision.
