5 things you need to change an industry

5 things you need to change an industry

May 27, 2019 | Change, Innovation, Small business

Today, I will be engaged in a workshop with a client who has a small business on the leading edge of a large, conservative, price driven industry, with established supply chains and relationships, that is about to get a kick in the guts.

We have to map out how a bootstrapped small business can be a catalyst for that kick, and ultimately benefit strategically and financially from the changes they will drive.

Not an easy task, with a considerable  number of unknowns.

This session is an exercise in identifying the key business processes required, and starting the process of building them out, while keeping the wolf from the door. It is also an opportunity to consider the modest number of macro factors from which will emerge the drivers of the growth we are planning for.

Strategy.

In order to make good choices at this early stage, we need to be able to see the whole game, at least our version of what it will be. This is making some bets on what the future of this industry might look like, figuring how we might change it, and assembling the resources to make it happen.

Timing.

Timing of the commercialisation of innovations is a critical and under considered factor in every industry that undergoes change. It is often not the first into the game that ends up the winner, but it is always the one who is best able to recognise the  inflexion points as they occur, and shape them to their benefit. Apple did not introduce the first MP3 player, but changed the world when they lunched theirs. Tesla is not the first electric car, to find that you need to go back well over  100 years, to  Thomas Parker’s vehicles, amongst several.

Value chain influence.

Every business operates in an eco-system of some sort, where there are others upon whom they rely for components, communication, services, and all sorts of items that together make up the differentiated product offering being created.  When you are a small business, without financial or technical resources of any great depth, just a vision of the future and a huge dose of passion, the challenge is to exercise influence over your value chain, way out of proportion to the financial and organisational muscle you can assemble.

Deliberate Design.

In this homogeneous world, looking great is essential, but being great is way more than looking great. It is the attention to the detail, certainty and transparency of processes, and emotional engagement that can be generated that really counts. This means that deliberate design of everything you do is a necessity. Deliberate design also involves the characteristic of stability, and creativity evolves out of stability, because you are able to hypothesise, experiment,  and quickly adopt what works, while discarding what does not. 

Audacity and belief.

Actually believing you can change the direction and nature of an established industry, with little more than the shirt on your back is audacious. It is not just thinking big, it is being prepared to do the work, and take the risks to make it happen.

It is going to be fun!!

The header photo is of one of Parkers vehicles outside his home in Wolverhampton, about 1895. Parker is in the middle.

 

The simple, and real reason Bill blew it

The simple, and real reason Bill blew it

May 21, 2019 | Marketing, Personal Rant

In the tsunami of analysis seeking to understand the loss of the election by Labor, I have yet to hear anyone put their finger on what I consider to be the real reason.

Psychology.

Specifically Prospect Theory.

Prospect Theory was articulated by Nobel laureate Danial Kahneman in his great book (required reading) ‘Thinking Fast & Slow’. It is the psychological relationship between the pain of a prospective loss, compared to the pleasure of a prospective gain. In the published theory Kahneman and his collaborator Amos Tversky put the effect as twice the expected pleasure from the gain necessary to overcome the prospective pain of loss. However, in interviews, he has said that the relationship is more like 5-7 times, but when writing the papers, they thought nobody would believe them, so they settled on twice.

Think about this relationship as it applied to the offers of the two major parties on Saturday.

Labor promised some pain for a few, but failed to articulate who the few were, and justify the pain, so all voters saw was ‘Pain’. By contrast, the Liberals promised no pain, and lots of gain, albeit almost totally bereft of detail beyond election rhetoric.

It was not so obvious to me beforehand, but with the benefit of that magnificent justifying mechanism, hindsight, it is as obvious as the  nose on your face. Labor did  not just need a better salesman, which they certainly did, they also needed someone who understood the psychology underpinning successful marketing.

Header cartoon is from www.tomgauld.com with my thanks.

Where is the demarcation between Accountability, Responsibility and Authority?

Where is the demarcation between Accountability, Responsibility and Authority?

May 20, 2019 | Governance, Leadership, Management

The words ‘Accountability’ ‘Responsibility’ and ‘Authority’ are often mixed up, used inconsistently, and often as synonyms.

How often have I heard someone say they have accountability, but not the responsibility, as well as the opposite?.

In any organisation, the ‘language’ used has to be crystal clear. Without clarity, ambiguity and finger pointing creeps in.

Let’s put this one to bed.

In my world, the demarcation between these words is very clear.

Accountability.

The clue is in the word: ‘count’. The person with accountability is the one keeping track of progress, counting it. They may not have the power to make all  the decisions, their role is to be the one who gives voice to issues as they arise, and should be independent of the role the person plays in the organisational hierarchy.  In former marketing management roles I held product managers accountable for margins of the products for which they held responsibility. They did not set final prices, nor did they control the promotional spend or COGS, but they were accountable for margins, and it was their role to monitor, communicate, and persuade, to deliver both the percentage and dollar outcomes.

Responsibility.

Anyone who is in a position to ‘respond’ carries responsibility. An individual does not have to carry either accountability for outcomes, or the authority to make decisions to be responsible for actions taken, most particularly their own. It is in this area of responsibility that the cultural aspects of an enterprise are felt most keenly. When those without any institutional power feel attachment to an outcome, and act accordingly, they are exhibiting a level of responsibility, and it is a powerful marker to a positive, productive culture. 

Authority.

This belongs to the person who has the final say, the power of veto. Authority can be delegated, even to the lower levels in an enterprise. On a production line where there is an ‘Andon’ line in place, workers carry the authority to stop the line when they see a quality fault, rather than allowing it to proceed further down the line.

The larger an organisation becomes, the more nuanced and ambiguous these definitions can  become as people interpret their position and role, and that of others, slightly differently.

A regular and blatant misuse of the word authority occurs when it is used to point at someone who is expected to be an expert. The word sometimes carries the preposition, ‘an’, in front of it, becoming ‘an authority’, as in the header illustration. The doctor was used in the header ad because he was seen as ‘an authority’, and therefore had an opinion that should count, but had no authority over the actions of an individual.  

As a further example, In most organisations, the CFO is accountable for the cash. They literally count it, report on it, and recommend actions that impact on it. The CEO retains authority over the cash, as they have the final say in how it is managed and allocated, and everyone in the organisation has a responsibility to ensure that cash is spent wisely, with appropriate governance and reporting.

Having clarity around these definitions, and a culture that respects and responds to them, is crucial to any improvement process.

 

Where is Occum when you really need him?

Where is Occum when you really need him?

May 17, 2019 | Change, Leadership, Personal Rant

We need Occum’s Razor to be applied to our deliberations on all sorts of things, from our personal and professional lives, to the  way politics is being practised around the western world.

The term comes from the writings of William of Ockham, a 14th century philosopher monk, and calls for simplicity of logic, the removal of superfluous ingredients when you have a simpler idea that accommodates the facts just as well.

In effect,  strip an argument back to its essential elements, and work with the facts. Conjecture, personality, and status quo of all kinds should play no part in the development of an idea.

Tomorrow is federal election day 2019, the culmination of a campaign that really started back in August last year when Malcolm Turnbull was rolled by his own party.

The ‘campaign’ has been little more than a display of clichés, vague and inconsistent promises,  and pork barrelling to both fragile electorates and interest groups. I guess to be fair, it must be said that the Labor party has at least set out to articulate an agenda of change that does make an offer to voters, but the chief salesman is a dud.  

What appears to be happening more and more is the phenomena of ‘Occum’s Broom’, which suggests that inconvenient facts and unwanted insights are swept under the carpet. Utilising Occums broom is both intellectually dishonest, and way too easy to deploy as a shortcut to some sort of outcome preferred by one group or another, who seek power.  

By Sunday, we will know who wielded the broom to the best effect, at least in the house of Representatives. In the Senate, I suspect there will be a bit of a wait as the dust from the broom settles its way through the myriad of minor ‘parties’ whose primary vote is limited to their families, and a few zealots.

Bob Hawke passed last night, and I cannot help but wonder if his passing will deliver a telling fillip to the Labor vote, as we are confronted by personalities from both sides observing his great contribution to the nation, and to the practice of politics as a means to make positive and lasting change.

The header cartoon is again by Hugh McLeod at www.Gapingvoid.com and represents the question we will all be asking ourselves come Monday.

 

The new competitive advantage in a digital world

The new competitive advantage in a digital world

May 15, 2019 | Communication, Marketing

Data collection has become an obsession of marketers in particular, but all sorts of other assorted boffins as well.  We have data up to the wahzoo, and do not know what to do with it all. So, we throw it against the wall and come up with all sorts of nonsensical stuff designed to sell digital ads to marketers too silly to think clearly about what they are doing, and why they should be doing it with digital.

Data is now a huge, though largely unmapped  industry, infested with data snips designed to track consumers so they can be targeted by advertisers, or perhaps more accurately, promised by the sellers of digital space to silly advertisers with too much of someone else’s money to spend.

The only industry that has actually done well in this mess are the scammers, and those who produce ad blockers, which in itself is a measure of how poorly  served we are.

Advertising used to be the means by which we were delivered information important to making purchase decisions. Now digital advertising is used as a means to follow up, make money for the scammers and fraudsters, and  occasionally, set about delivering information to someone who wants it.

The new competitive advantage is not to get more data, but to be able to turn the data you have into actionable market intelligence. 

This brings us back to the foundation of advertising and marketing,  understanding your customer better than your opposition. Given they usually have the same data set as you, your competitive advantage is in the use you make of it.

Header cartoon courtesy Tom Fishburne at www.marketoonist.com