2009: Embracing Change…
Posted by Dave Bouwman | Posted in careers | Posted on 09-01-2009
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With the global economy in shambles, the old-guard of industry on the rocks (Wall Street financial giants, Detroit Automakers, and all manner of “industry-leaders” in-between) and a new president taking office in a few weeks, the one thing you can say about the upcoming year is that things will change. Big time.
What’s interesting is that with this change, there will be lots of opportunities. Enterprising companies and individuals will jump into the fray, with innovative ideas and succeed. However, some sectors of our economy have gotten fat, happy, and stupid. Somehow “status quo” became a management goal in many tech companies. Marketing got shy and wanted to “protect the brand” rather than be remarkable. Middle Mangers have been trained to “Manage Growth”, which is really just code for “let’s keep doing the same thing, but do it cheaper so we get more market share”. Senior managers have focused on short term profits while paying lip service innovation – it’s always slated for “Next Quarter”.
At some level, these groups honestly expected to remain leaders simply because they were leaders. They drank their own Kool-Aid. Just like the mortgage industry, “of course house prices will continue to go up”, and everyone knows how well that worked out.
Unfortunately, in exponential times, when competition and innovation comes form all corners of the world, this sort of complacently/incompetence will bite you in the ass. The economic downturn has simply increased the pace of change. The truth is that big companies don’t deserve to “live forever” anymore than new start ups. Innovation and flexibility are the key ingredients in times like these. If you are not being remarkable, then what are you? Following?
For companies that have been running lean, innovating, and “embracing change” as a way of doing business, things are really exciting. What’s better than having major competitors pushed out of a marketplace, basically by their own hubris? By fighting for the status quo and stifling innovation for so long, they are unable to make the huge evolutionary leaps needed to remain competitive. Cutting prices to rock-bottom levels may keep some business coming in the door, but how long can that last? Does the company really have enough cash reserves to ride out this downturn while taking losses on every transaction? (Think big-box electronics stores here). And suppose they do make it through, can they then raise the prices? How will their customers react to that? Right. Like it or not, the writing is on the wall, and it’s not good news. If you are not on the cutting edge, delivering remarkable products and services, embracing new media, and interacting with your customers, the next year or so is going to be really rough.
Getting Out
What if you happen to be in one of these organizations? You may want to start planning for a new future. Seth Godin and Guy Kawasaki have lots of ideas on how to breed innovation within yourself and within organizations. Once you know what you want to do, get out there and become the change we actually need.
Thoughts? What would you suggest to those in “less-than-leading” organizations?


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