This post is a continuation of my last blog in which I responded to Nick Summers’ article in Newsweek titled Chaos Theory: The New Rules of Management for People Who Hate Rules. In my first post, I addressed the first 5 items on his list of “How to Succeed in Business without Really Trying.” Here, I’m responding to items 6 – 10. I encourage you to read the entire article to get the full gist of each item, but hopefully my musings offered here will stimulate a thought or two for you.
1. Retire the term ‘entrepreneurs’ – News flash!! The world is flat and technology has completely leveled the entrepreneurial playing field. Anyone can float a new product or idea out to the world and prosper. Traditional strategic planning methods fail to recognize the “threat” that this kind of new world order presents for more traditional companies.
2. You need less than you think – Fancy brick and mortar office space is becoming a thing of the past. Working from home, virtual office space and tools like Webex and GoToMeeting have revolutionized the whole notion of needing a permanent, physical space to gather. However, this increased virtual connectivity does present real challenges in terms of truly engaging employees and managing difficult people.
3. Pick a fight – Should you desire to point out the flaws of your competitors, the Internet certainly provides a powerful stage for doing so. People who agree with you will have the opportunity to jump on your bandwagon. A blogging platform, in particular, allows you to create a tidal wave of propaganda. Beware, however, that knife cuts both ways. Consider letting consumers “pick the fights” and focus your efforts on how to create customer loyalty to begin with.
4. Build an audience – Blogging vs. buying ads. Becoming a thought leader is becoming a very powerful way to market. That is, writing about what you know and what you have done. If your message is compelling and people can easily find your blog, the viral marketing impact can be staggering. Blogging is far less expensive and, when it really takes off, is much more powerful than buying advertising spots. They key is whether you have anything relevant and thought-provoking to say and whether you’re creating fans or CUSTOMERS. If blogging is part of your strategy for improving sales performance, then you better be measuring how many LEADS you actually get through the blog. An adoring audience who never buys anything from you isn’t real useful.
5. Be a curator – Museum curators make artistic judgments about what art gets displayed and (perhaps more importantly) what art gets left out of particular exhibits. The business impact of proactively deciding what not to do and what not to be is catalytic. Strategic planning methods must challenge leaders to define and communicate their mission, vision, values and unique competitive advantage which forces the conversation about what an organization will or won’t do and why.
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