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- Herausgeber: Tracey McDonald Publishers
- Kategorie: Fachliteratur
- Sprache: Englisch
- Veröffentlichungsjahr: 2020
The time, for different, is now. Tap into the insights of our leading business minds and thought leaders and equip your business for a successful new way of doing business. The world of business is tough, especially today. We know that now is the time for exponential acceleration, adaptability, agility and adjusting, a time for resilience, perseverance and courage, where the frames of reference that so many of us have held onto for so long are simply no longer relevant. But you may be stuck. You may be frozen and fearful, and feeling panicked. You may be worried, and feel weary. Your vision may be blurred, and you may feel unsure of yourself, yet you have a business to run, and staff to look after. If you are feeling some, or perhaps all of these things, take a deep breath – help is at hand. With over forty chapters of wisdom, insights, experience, suggestions and advice from some of our leading business minds and thought leaders, you will find pure gems of information, ideas and solutions on each page of The Book Every Business Owner Must Read. Adapt, respond, and define your new ways of thinking to help you succeed. Get your pen and notebook ready, start reading and make notes and lists of what you can do, today, to not only survive, but thrive as a business.
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First published by Tracey McDonald Publishers, 2020
Suite No. 53, Private Bag X903, Bryanston, South Africa, 2021
www.traceymcdonaldpublishers.com
Copyright © Tracey McDonald Publishers, 2020
All rights reserved.
No part of this book may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission from the publisher.
ISBN 978-1-990931-73-4
e-ISBN (ePUB) 978-1-990931-74-1
Text design and typesetting by Patricia Crain, Empressa
Cover design by Tomangopawpadilla
Editing by Claire Heckrath
Digital conversion by Wouter Reinders
TABLE OF CONTENTS
Dedicated to Africa’s entrepreneurs and small business owners
WHAT AN OPPORTUNITY
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Colin Iles
_____
COVID-19 has had, and will continue to have, devastating consequences for most people for many years. But there is no benefit focusing on the negative, and as Winston Churchill said: ‘Never let a good crisis go to waste.’
And isn’t this the mother of them all?
DECISIONS, DECISIONS
First up, remember this: Good businesses make good decisions more frequently than bad ones. And your company’s future success is entirely dependent on the decisions you and your work colleagues take, every day, from now on.
Decisions separate the wheat from the chaff.
And I am not just talking about the big leadership calls, like will you buy another company, or launch in the Americas, or retrench a fifth of your workforce. Those types of decisions are the least interesting and are often the easiest to take because they are typically reactive measures.
I’m more interested in the hundreds of decisions the typical SME workforce take on a daily basis.
•I’m not going to phone that guy today (lost sale).
•I don’t have time to send out that ‘well done’ note to the team (demotivated staff).
•I’m going to do competitor analysis (waste of time).
•I’m going to shave 2% from the cost base by using Microsoft Teams (lose two referrals).
•I’m going to spend another week on our dev cycle before releasing (lost opportunity).
It’s the cumulative impact of the small decisions that count most.
Imagine an inverse curve. Big decisions (close to the y axis) get the focus, but it’s the sum total of the smaller decisions that have more weight and determine your future success.
Just think about Google, Amazon or Tesla for a moment and imagine how many decisions are actually needed for just one of their products or services. It’s actually mind-boggling how many decisions are required to go from idea to finished product.
Do you honestly think this was down to Page, Bezos and Musk overseeing every decision?
Of course not.
But somehow these leaders manage to inspire and then trust tens of thousands of people to make consistently good decisions, on behalf of their companies.
The opportunity that faces you now is to use the impact of this pandemic to revisit how to improve the quality and frequency of decision making across your organisation. And, in turn, freeing you up to spend more time searching for the next opportunity.
DECISIONS ARE EMOTIONAL. FIND A PURPOSE!
If you want everyone to consistently take better decisions, then develop a purpose that transcends profit. I’d love to spend a couple of chapters exploring this in more detail, but sadly there is no time (or space in this book) for that now. Instead, I’ll use the example of Discovery to give context.
Discovery is a boring insurance company. But they have outperformed every other boring insurance company in South Africa by many multiples over the last decade. They have obviously taken consistently better decisions than their competition.
But why?
For me, the single biggest reason, which stands head and shoulders above any other, must be their purpose. Since inception, Discovery’s purpose has been to help people live longer and live more healthily. And because Adrian Gore and the leadership team live and breathe this purpose it makes the decision making 1000x easier.
Just imagine the simplicity of the conversations:
Hey Adrian, can I have some budget for a driving app?
Sure Col, as long as you think it will improve driver behaviours and lead to people living longer, go for it.
Or
Hey Adrian, what do you think about offering an equity trading platform for our customers?
Col, unless you can show me how this’ll help people live longer and more healthily, let us not pursue that one.
Any company that has a simple, understandable, memorable purpose that resonates emotionally has a massive advantage when compared to the profit-led competition. And it makes decision-making easier, not only because you can always ’test’ whether the decision aligns to the central purpose, but because decisions are more emotional than rational thought exercises.
Don’t agree?
Then go and chat with the best marketers or salespeople out there and let them explain how emotions drive everyone’s buying decision, regardless of the product, market or price. Emotions drive the decision making process. Analysis simply supports it.
Your colleagues are therefore a lot more likely to take decisions, especially ‘active’ decisions that require inertia to act and do something different, when they are emotionally sold on the idea of supporting the fulfilment of the company’s purpose.
So if you want your teams to take better decisions to navigate this crisis, start by developing a strong purpose that emotionally resonates with them and start asking your team to develop ideas to fulfil that purpose.
ACTIVE DECISION TAKING
Col, I’ve developed a strong purpose for my organisation, but I’m not seeing much change across my team for proactive decision making. Why?
This is a question I get regularly.
Well, purpose provides the North Star, but by itself it’s not going to be enough to inspire your team to take on more active decision making, no matter how excited they are about being part of something more aspirational than profit.
First let’s clear up what I mean by active and passive decision-making though. An active decision requires the decision maker to take some level of personal risk.
Here are two examples:
1.An executive assistant who decides that her boss should try a 10-minute Zoom call for her next meeting, rather than the standard one hour boardroom meeting, would be taking an active decision.
2.A project manager who decides to switch from a waterfall model to an agile one, would be taking an active decision.
In both cases the deciders are taking some level of personal risk. The boss might not appreciate the change in format. The project lead may worry that an agile approach will mean missing critical deadlines.
Yet it’s these types of active decisions that companies need from more of their staff, more of the time, if they want to thrive in an exponential world. Because it’s these active decisions that are critical to building a culture of ‘innovation’ and ‘experimentation’.
The COVID-19 pandemic shouldn’t be treated as a one-off, black swan-type disruption. It should serve as a reminder that the world is changing exponentially faster than at any point in its history, and that only the companies that can consistently adapt quickly will survive.
Unfortunately, most organisations inadvertently nurture a culture of passive decision making. And passive decision making is a silent killer for organisations, in the same way carbon monoxide pollution is for people in towns.
If you want to encourage your team to take on more responsibility, you are going to have to create an environment that enables them to take decisions.
A quick health warning before I continue...
The steps you can take to activate change are not technically complex, but it’ll still be bloody challenging to make progress. The best analogy I heard was ‘it’s like getting your whole team to simultaneously take a major lifestyle change, like doing more exercise or eating less red meat or drinking less wine.’
The results are, however, worth it. So grab a pen and a piece of paper and write down five steps you will take to encourage active decision making within your team. Here, for example, are steps I’ve taken in the past:
•Writing an open email to your team explaining what changes you want to see.
•Running a competition for ideas to help the company achieve its purpose.
•To understand the bottlenecks, review why good ideas were not implemented quickly.
•Changing incentive schemes to reward people for taking active decisions.
•Publicly praising people who have tried new things.
•Reducing red tape wherever possible (hierarchy, policies, procedures etc).
ACTIVE DECISION TAKING WILL MEAN RUNNING MORE EXPERIMENTS
Why do companies do better when more people take more decisions more frequently? Because those companies not only get things done faster, they also open up the opportunity to experiment more.
In fact, if you see every decision as an experiment, it makes it much easier to reduce the fear and doubt that precludes most of us from taking more active decisions.
Remember the executive assistant and project manager from earlier? Imagine if they had been told that they will only receive 50% of their salary unless they run experiments to increase productivity. And then you tell them, if they want to earn a bonus they must:
1.Develop experiments that could be run cheaply and quickly.
2.Develop experiments that wouldn’t preclude the team’s ability to run more experiments.
3.Run multiple experiments throughout the year.
4.Focus on experiments where the learnings were more important than the result.
5.Always share findings with colleagues (especially for the experiments that failed).
And finally, imagine if you also told them that you would protect and support them from the naysayers and anti-bodies within the organisation. Wouldn’t they be more likely to try the Zoom call, and switch to agile, and take hundreds of other ideas to improve efficiency?
Maybe the executive assistant would start exploring using virtual assistants, or robotic process automation for repetitive tasks, or natural language processing solutions for automated minute taking.
And maybe the project manager might try Holacracy, or start using virtual teams, or use the power of the crowd on community platforms like GitHub to develop open-source solutions.
When you look at the most successful companies in the world, you will see it’s this combination of purpose, active decision making and experimentation that allows them to adapt and develop new products so quickly.
But, if you want to embrace experimentation and reap the potential rewards, then you are going to have to accept a few uncomfortable truths. Experimentation is a messy affair. It’s not efficient. It loves duplication. It will typically cost money without visible benefits. You’ll find many key stakeholders don’t understand it and will try to kill it. And your bean counters will hate it most.
While most are trying to reduce the resources allocated to experimentation, the right path is to spend more.
Referring back to the point I raised earlier about how many decisions Google, Amazon and Tesla take on a daily basis, imagine just how many experiments they run on the back of these decisions.
Thousands.
Tens of thousands.
But the vast majority fail and will never get reported in Fast Company or The Wall Street Journal. So they look like serene swans, gliding successfully across the water, without showing the frantic uncoordinated chaos below the surface. We just see the positive stuff – the products we use, or the interviews with these incredible leaders.
And that chaos is a 24/7/365 conveyor belt of continual testing, learning, iterating, failing, stopping, pivoting, starting, testing, learning …
It’s that consistent beat of experimentation that allowed the creation of autonomous steering, Gmail and Alexa.
And it can never stop, because to do so would mean instant death.
Now is the Perfect Time
So why not give it a go?
Purposeful companies take better decisions more frequently. Taking more decisions, more often, allows for more experimentation. Experimentation opens more opportunities and this is why purposeful organisations are more likely to outperform their profit-driven peers in an exponential world.
So my advice is this: Don’t search for post-pandemic direction by analysing the numbers or remembering your legacy. Use this opportunity to pivot from the status quo and create an organisation that is more adaptable, more robust, and attempts to bring real benefit to the societies you serve.
Good luck,
Col
COLIN ILES
Founder of Purposeful Organizations
Website: www.purposefulorganizations.com
LinkedIn: https://www.linkedin.com/in/coliniles/
THE BIG RESET: REIMAGINING YOUR STRATEGY
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Abdullah Verachia
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The year 2020 has been punctuated with mass disruption. We have moved into a discontinuous, disruptive, digital world, underpinned by rapid shifts in every facet of society. Our choices will determine how we emerge. This period reminds me of a quote by Milton Friedman:
Only a crisis – actual or perceived – produces real change. When that crisis occurs, the actions that are taken depend on the ideas that are lying around.
This is a particularly tough period for business. I often argue that strategy is a series of interrelated choices that an organisation takes – based on the environment that we operate in. Given this, we have to interrogate the canvas (environment) that we build our strategy on. If the canvas has changed, so, too, must the colours (choices) that we paint on this new canvas. In this frightening reset so much has changed and so must we, and the choices we take.
As organisations grapple with the impact of COVID-19, it is imperative that we build our strategy in two distinct, but interconnected areas. We have to think about ‘The Now’ and ‘The Next’.
The Now is very much about the next six months. The primary objective of strategy in ‘The Now’ is to ensure business survival and sustainability.
‘The Next’ refers to what you do to proactively adapt your organisation and its strategy to a post-COVID-19 world. A world that will look and feel very different and that will be open to many new possibilities. The Now and The Next have to run at the same time, on the same runway. The Now and The Next both have to start now!
THE NOW
In order for your organisation to navigate the next six months, I have framed six areas that are critical to focus on and to align to your specific geography and sector.
1.Financial Impact: In the current context liquidity and cash flow are vital to ensure survival and sustainability. In your business, pressure test your profit and loss as well as your liquidity. This will allow you to identify areas where you might need to access some capital to weather the storm. It also forces you to zoom in on all aspects of your business, including your fixed and variable costs. Utilise this opportunity to enhance efficiencies in every area of your business and to manage costs tightly.
2.Human Capital: Our people serve as the ‘anchors to all our organisations’. Organisations are not balance sheets or fancy buildings – they are our people. Your staff are going through massive anxiety as well. Reach out to staff regularly and create a context premised on psychological safety, engagement and transparency. Physical distance must never translate to social distance. Engage with your staff on new ways of working, on some of the health consequences and shifts in business operations. This will ensure that operations continue where they are able to, and that staff are also part of this journey.
3.Business Model: In a disruptive environment, with pressure on finances and staff, it is vital that you interrogate your business model. Identify points of vulnerability and points of business continuity. This process might even get you and your team to identify points of opportunity.
4.Supply Chain Shifts: One of the biggest areas of disruption has been on global supply chains. Longstanding suppliers might be impacted by country restrictions, and the inability to access raw materials from their second or third tier suppliers. Given this, it is vital that you proactively engage with them and also their entire value chain. It is also key to diversify your supply base, so that you balance price and availability. This will ensure that you mitigate potential supply shocks or disruptions.
5.Communication: In a period of mass uncertainty, communication with all your stakeholders is vital. Stakeholders do not want all the answers but the comfort that you are regularly engaging with them and keeping them abreast of developments on your side. Engage with your staff, clients, suppliers, the communities that you work in and all other stakeholders.
6.Speed Over Elegance: The speed at which everything is moving is frightening. Strategic choices in The Now have to be taken daily. In this phase it is not about elegance but agility and adaptability. It is about offence rather than defence. Embed this culture in your teams and appreciate that you might not get it all right, but action is much better than inaction.
THE NEXT
We will emerge in a post-COVID-19 world: Different, deeply impacted, but stronger. I want you to imagine your organisation in this new world and to proactively put the steps in place now for The Next.
As we emerge in this new context, I foresee significant opportunities, an increased sense of hope and the emergence of new ways of thinking and doing things.
The Next has to be acted upon now. As with The Now, I have mapped out six key areas to focus on in The Next:
1.Scenarios: We are in a period of massive uncertainty and ambiguity. In the absence of clarity, I often use scenario planning to map out plausible outcomes and then look at the impact of each scenario on the entire value chain. We might not know which scenario might emerge, but we are much better equipped if we have thought through all the possible ramifications, and then mapped out actions for each.
2.Proactive Adaptation: The challenge or the opportunity (depending on how you see it), with a reset of this magnitude, is that it allows us to reimagine everything. This provides a ‘once-in-a-lifetime opportunity’ to proactively adapt and to reimagine your business model, how you deliver value, how you enhance your value proposition, and so much more.
3.People: You probably realise the significant emphasis I place on our people. In a digital world, the human element will become even more important. As you map out scenarios and proactively adapt your business model, it is vital to gear up your workforce for this new normal. Look at how you provide support and training, develop new ways of working and enhance your capability.
4.Strategic Choices: As you make choices in The Now, you also have to make choices in The Next. These choices must be made in each part of your business and based on the environment, the changing world of your clients, the scenarios you mapped out and the business model that you proactively adapted to. These choices cannot be premised on the past, but on an honest reflection of the future.
5.Amplify Innovation: If strategy is the map, innovation is the fuel that gets us to our destination. There has never been a more important time to amplify innovation in the organisation and to embed it into your DNA. A new normal requires us to develop a new way of thinking and acting. Innovation has to be infused in the entire organisation. There has never been a better time to engage with all your staff, or your clients, about some of the most pressing challenges and opportunities. It is a chance to think through new combinations and to act upon them.
6.Absorptive Capacity and Agility: Adaptability and agility remain fundamental tenets of disruption. As you amplify innovation, so too must you create the culture and context where you can iterate and experiment. A new canvas provides us with a unique opportunity to try many new colours. The combinations that emerge might just be magical.
The impact of COVID-19 has been hard on all of us. Perhaps, what it has given us is the gift of time. Time to reflect, time to reimagine, time to reconnect and time to appreciate. As I reflect, I hope to see you on the other side, with a whole new set of colours.
ABDULLAH VERACHIA
Global Future Strategist | Speaker | Disruptor
Website: https://averachia.com/
Twitter: https://twitter.com/averachia
THE PAST IS A FOREIGN COUNTRY – THEY DO THINGS DIFFERENTLY THERE
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Ian Russell
_____
Our generation will be defined by the events of late 2019 and early 2020. In many businesses’ minds there is now a new date system at work. Before COVID-19 (BC) and After COVID-19 (AC).
This chapter focuses on the reality of an AC world, and seeks to understand how we relevantly learn the lessons from the BC period, without repeating and falling into the traps of the past. Whilst many may be reassured by banal platitudes such as ‘this too shall pass’, I am afraid that unless we embrace the reality of the brave new world ahead of us, we will simply sleepwalk our business into another new catastrophe.
During the BC/AC transition period I was concurrently Chairperson of one school; Chairperson of two businesses; sat as a Non-Executive Director on three other company Boards; and an Executive Director on the Boards of two co-founded start-ups. It would be fair to say that I had my hands full.
Nearly 30 years of working around the world in many large businesses, in multiple senior roles, simply had not prepared me for the multiple challenges that now faced me. Colloquially, ‘I’ve been around the block’. Yet, even as someone who has had to lead corporate responses to terrorist events such as 9/11 and financial cataclysms like the 2008 financial crisis, COVID-19 still caught me absolutely cold.
The advice I offer below is not from a text book. It is not fresh out of a Harvard Business Review case study. It is not third party wisdom repackaged. It is not pretty soothsaying. In fact, it is not pretty at all.
What follows are my thoughts and battle-hardened learnings from managing multiple responses to the COVID-19 crisis and some of the things that seemed to work. Please treat this advice from whence it came: a real, imperfect life.
DEFINE ESSENTIAL WAYS OF WORKING
BC feels like peacetime. In a peacetime office you have time to reflect, work through countless PowerPoint iterations of the same idea, drink coffee and generally put off decisions for as long as possible. You can be thoughtful and ‘woke’ about how you ‘bring people with you’, sensitive to the customer impact of a new product launch and still have time for coffee.
During a crisis of the magnitude of COVID-19, you had none of that space, luxury and time. Events unfold in front of you quickly, opportunities are fleeting and decisions are required quickly. In an AC world this continues to hold true, and it requires leaders to be very structured about their ways of working.
These are the Essential Ways of Working that I developed and worked through with the various businesses as the initial part of the crisis unfolded.
1.Decisions are things with which people can live
In all businesses, everyone likes to have a say, to be heard, and influence outcomes. It’s a positive thing – wider, diverse thinking and the airing of proper arguments help form an outcome. The sad reality in a time of crisis is that you don’t have time for hobby horses, pet projects, or the bandwidth to worry if everyone likes the decision. Frankly, given the tough calls that need to be made, NO-ONE is likely to be happy.
Therefore, embrace this reality upfront and be clear with the team and the business that right now consensus doesn’t mean we all agree, it means we have an outcome with which everyone can live.
2.Staff. Customers. Shareholders. Suppliers.
Inherent in most businesses is an implicit ‘order of things’. Fancy HR people probably call them ‘values’. Ironically, you need the simplicity of a clear set of values, almost a pecking order, more now than ever. BUT that set of values may not necessarily be your peacetime values. Making tough decisions quickly, with which everyone can live, requires upfront agreement and clarity on what priorities you and your people value.
For me, I placed the following order out there quickly and simply:
1)Staff
2)Customers
3)Shareholders
4)Suppliers
I am not saying it is right, but it was a clear call that cut through the noise and which we used every time we evaluated a tough decision: Were we holding true to this order of priority? If not, think again.
3.Collaborate to compete
The very essence of BC business was to compete for profit, customers and market share with peer group companies. It’s normal. It’s what you do. But right now, in a pre-pubescent AC world, we are competing for the survival of the very economy itself. Unless we create new ways of large groups of people earning sustainable income, there is no market for us to compete in.
An immediate change and emphasis that is required is how competitors can start to collaborate to create a new, different and just economy that will survive. Competing isn’t the wrong thing to do, but collaborating across sector and within sector is required to create new affordable ways of doing business.
Fraught with anti-competitive temptations as it may be, in times of crisis you have to believe in the power of working across industries and supply chains to deliver harder and better than ever before.
4.Authenticity and integrity outweighs certainty
Frankly, we do not always have the answer as leaders. During the AC times, that is truer than ever. And that is okay. Embrace that reality and work with it. Allow others to see that you are thinking and acting with integrity and authenticity – believing that you are doing the right things for the right reasons.
The more you externalise and are clear around your core values and the principles that you are using to guide your decisions, the more people will understand and appreciate the steps that you are taking.
DEFINE ESSENTIAL WAYS OF TRADING
The AC world is definably different. The frames of reference that so many of us have held onto for so long are simply no longer relevant. Glimpses of the past in the rear-view mirror may make us nostalgic, but business should have no time for nostalgia. What made you successful in the BC world is broadly irrelevant moving forward, and likely to be as successful as nailing barely-set jelly to the ceiling.
Here are my views on the AC essential ways of trading.
1.Pay as many people as possible for as long as possible.
Whilst this may be counter-intuitive, and leaving aside the social obligations that we all have, the reality is that without people being paid in an economy, there is no wealth for people to buy what we make. Henry Ford realised this a hundred years ago, but I fear at times we lose the plot.
It doesn’t mean or imply that we can afford to pay them what they used to earn in a BC world, or that we will ask them to do the same things in the same way again, but as a principle it is critical.
2.Manage for liquidity and survival, not profit.
Right now, in an emerging AC world, you want to be a player and a market maker of the future. To be there in the future, you need to survive. Not be in a hurry and dash for cash, but to survive. That doesn’t imply not trading, but it does imply a retreat back to basics, not over-extending the credit lines, not being overly ambitious on what you think you can sell.
Trade the business well within its previous footprint and pattern. Re-establish and learn what works in a thin, illiquid AC market, and don’t be fooled by believing the BC trading norms will be reapplied. Go slow to grow.
3.Your legacy will be how you behaved, not what you did.
This period will define you as a leader. Few will remember the new product, the cost saving measures, the fancy speeches you gave. All around you, people will watch how you managed yourself, the authenticity and integrity with which you made decisions.
Sure, some stuff won’t work, some decisions will look dreadful in hindsight. But if you look back and can feel proud of yourself, then that is the legacy others will remember. Stand tall.
4.Dial up your people engagement and investment.
Never have people needed leadership and engagement more than now. Physical isolation, working from home routines, fear of the unknown, uncertainty over job loss and income have all combined to create a whirlpool of uncertainty.
Whilst every inclination you have is to save money and dial down people costs, people need to know they have a role in your future, however small. People engagement is like a puppy – it isn’t just for Christmas. Long term, genuine engagement is essential now to carry that team with you.
DEFINE ESSENTIAL WAYS OF THINKING
Finally, if you hadn’t guessed it by now, I am firmly of the view that you have to fundamentally shift and pivot your thinking. I have read so much utter twaddle from people who sit in classrooms and lecture all day about how the COVID-19 pandemic was ‘the ultimate disruptor’…. Nope. Nil points. Nada. Go home now. Do not Pass Go.
The AC world was there all along, it’s just hurtled towards us at a rate we didn’t expect. COVID-19 has been an accelerator of trends and ways of doing things that were already in flight. This is not the time to be an ostrich with your head firmly in the sand, and your arse high in the air, and hoping it will all be over soon.
Adapt, respond, and define your new ways of thinking to help you succeed in the AC world. Here are my thoughts … and with that I wish you the very best of luck.
1.There is no ‘getting back to normal’.
Normal is what is in front of you right now.
Make peace with that fact. This is normal. So now we know that, how do we design, manufacture, sell, communicate and work together in this reality?
Don’t believe you are ‘going back’ anywhere. You are going forward to a new somewhere.
2.We cannot build new ways of doing on old ways of thinking.
Work with it. The past is a foreign country. They do things differently there. We are not going back to BC, just as we are not going back to the Stone Age.
Embrace the freshness of the challenge. Unlearn what made you successful BC, and get on with your new AC self and world.
3.Just as you will be different, so your customers will be too.
I appreciate that this is a ‘No Shit Sherlock’ observation, but it’s critical to appreciate that your customers have changed in the transition from BC to AC. They too had difficult experiences, had to find new ways of working, new opportunities and pressures to buy from your competitors, time to reflect on what their own priorities and values are, and so on.
They will also have watched how you responded to the crisis and formed a judgement and a view. Now the customer is different, so must you be.
4.Horizon 1 and Horizon 2
A raw, uncomfortable and emerging AC world is a tough place to navigate. Long term plans may feel like simply making it to next week. In my view, you need to separate your thinking and planning into two quite distinct horizons …
•Horizon 1 is your here and now. Plan for it, own it, execute against it. But you know you are better than that.
•Horizon 2. Now that’s where you want to be when you grow up.
Navigating Horizon 1 without a clear line of sight to the endgame is a careless journey.
Get structured and thoughtful now however far-fetched it may be on your real goal, and sketch out the second horizon that you want to sail towards.
So there you have it. Fired in the heat of the toughest times that I hope we ever have to endure, and tested in multiple fields. Raw. Unvarnished. Imperfect. Real.
I hope it helps. For, you see, we all need it to help.
IAN RUSSELL
Author | Speaker | Advisor
Website: https://ianmrussell.com/
LinkedIn: https://www.linkedin.com/in/ianmrussell/
Facebook: https://www.facebook.com/ianrussellspeaks/
Twitter: https://twitter.com/ianrussellsa
Instagram: https://www.instagram.com/ian_m_russell/
CREATING A SMALL LIST OF BIG QUESTIONS
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Allon Raiz
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When I was a young man, I approached my mentor, a dollar billionaire, with a big question: ‘How do you make money?’ I was expecting a long series of sit-downs to take me through the intricacies of how to make money. Instead he answered with this: ‘You make money by asking the right questions. If you know what questions to ask, you will know where to find the answers. So, spend your time learning to ask the right questions, and that will lead you to a path of building wealth.’
To be honest, those words were lost on me at that age. I never quite understood how profound his answer was at the time. I was expecting an answer that detailed concepts such as market arbitrage, and an alternative view on supply and demand curves. So, I would ask him the question in a different way, and every time he would revert to the same answer: ‘Learn how to ask the right questions.’
I finally embraced his answer and then spent many years trying to hone the skill of asking the right questions. After 30 years, I am still, in my opinion, a novice at this, but my skills improve ever so slightly every year. My questions become better designed, and as a result the answers are richer and more valuable.
So, what does it mean to ask the right questions? Consider these three questions:
1.Who is my target market?
2.Who is my target market, and what defines them as my target market?
3.Who is my target market, what defines them as such and what would make them leave their current supplier?
Answering the third question would take more time than the first two, but its answer would contain much richer and more valuable information for you to execute a strategy on. The third question could also be finessed further and further. Each finessing of the question should make it exponentially more powerful. For example:
4.What is the most lucrative segment of my target market, how is that defined and why would they leave their current supplier?
This would be an even better question. True, one can argue that it’s actually a series of questions, but that’s completely acceptable as long as the question is focused and valuable.
So, what has all this got to do with COVID-19? To ensure that you are able to consider the right opportunities, to anticipate better where the market relating to your particular business is moving, and to put in place the right moves to de-risk or take advantage of these moves, then knowing what questions to ask is critical.
Choose a few well-thought-through questions to provoke your mind into anticipating the opportunities and threats that are less obvious, that are not visible to the average mind’s eye. Spend hours thinking about the questions and then, like the other elements of your ‘war room’, write down each question on blank A4 pages and stick them in a place that is prominently visible to you as you sit at your desk.
The second-last step in the process is to give yourself time to think. Stare blankly at the questions. Let them swirl around your head. Let your mind wander off. Don’t try to control your thoughts. Do that again and again. I even go as far as reading the question out loud and then ask myself, ‘So, Allon, what’s the answer?’
And then, at 03:21 or 04:53 in the morning, the answer pops up and a rush of adrenalin kicks in as you begin to express the stream of ideas that begin to pour out of your mind.
Finally, the last step is to refine the ideas over time into an actionable plan to launch yourself out of the COVID-19 system shock you find yourself in, into a place that provides you with the highest chance of success.
ALLON RAIZ
BUSINESS
CEO (Chief Excitement Officer) of Raizcorp – We Accelerate Your Success
Website: https://www.raizcorp.com/
LinkedIn: https://www.linkedin.com/company/raizcorp_2/
Facebook: https://www.facebook.com/raizcorp1/
Twitter: https://twitter.com/_Raizcorp
Instagram: https://www.instagram.com/raizcorp_/
PERSONAL
If you think it, write it down, and make it a reality
LinkedIn: https://www.linkedin.com/in/allonraiz
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