How do you become a local overnight success?

Jan 6, 2020 | Change, Strategy

 

The great irony of the moment is that we have never been so ‘connected’ but so alone.

We are both connected and isolated by the digital tools that have emerged. This contradiction is slowly leading to the emergence of hyper-local initiatives that have the objective of reversing this trend, at least in their communities, and recovering some of the human contact at the core of our humanity.

I have spent a bit of time recently thinking about this challenge, as it seems to me that  ‘going local’ rather than reflecting the ‘go Global’ mantra is a strategy with real opportunities as we enter a new decade. The idea just ‘feels right’, an antidote to the relentless focus on breadth of relationships typified by ‘digital friends,’ at the expense of the depth of the relationships with a small number (Dunbar’s number) we evolved with.

The foundation question is: can it be commercially sustainable?

Hopefully a number of modest efforts I see around me currently underway with a small scale finished product in a limited geography will give some answers. The broader question, of what it requires to be ‘locally’ successful in a globalising world has caught my attention.

Following are 6 factors that seem to be worth your consideration.

Purpose. It is just a necessary for a micro geographic effort to  have a clear and attractive purpose articulated,  as it is for a global aspirant. Just because you are focussing attention just down the street does not absolve you of the necessity of articulating why that person down the road should care.

Business model. As for purpose, a commercially viable business model is required that is sustainable from the locality. Scaling is always a question, and the business model should be fit for purpose which includes the possibility of scaling, but first, it must be locally sustainable. Build your business model with this notion of locality scaling in mind from the outset, so should it become a viable option, you are ready.

Have a compelling value proposition. Marketing is about stories articulating the value to be delivered to which the audience relates. Without one, local or global, you are just another urger flogging a product. However, at a local level, where word of mouth is ultimately the determinant of success, it is even more vital.

Community engagement. Targeting a specific community with a product requires that you engage on a very personal level. You simply do  not have the luxury of numbers to service the revenue needed to run the business, so engagement on all sorts of levels is necessary. Gaining acknowledgement, engagement and  credibility in the community you are seeking to serve is essential. I suspect there is a tipping point that may become evident only with the benefit of hindsight.

Sustainable competitive advantage. Success locally will breed copycats originating in kitchens and garages around the locality. Price will be their only competitive weapon, to  be successful, there must be something else, not easily copied, that adds value. Competitive advantage is essential in any business, but sometimes in a larger scale, the urgency will be covered by the available numbers of possible customers. On a local level, this camouflage is not available to you.

Access. Communities work on reciprocity, the mutual benefit that comes from collaborating, and  trusting other parties in the community. Facilitating this communication and accountability loop will be  a foundation of success over the long term.

Becoming a success in any context is never an overnight thing. How often have we seen someone called ‘overnight success’ come after a decade or more of toil?.

 

 

 

Own your digital real estate, or slowly disappear in 2020.

Dec 22, 2019 | Change, Governance, Social Media, Strategy

It is getting harder and harder to be seen in the tsunami of stuff posted on various digital platforms.

The platform owners are wholesalers of eyeballs, their business is monetised by being the choke point between those who create material, and those who may benefit from seeing it.

Since the purchase of LinkedIn by Microsoft, the changes being made to generate a return on the $US26 billion paid have all been designed to build the case for monetising the access to the other side of the equation.

I have no problem with the principal, being paid for value delivered. However, for a small consultancy, wanting to inform, educate, demonstrate expertise, and add value, the costs can become significant.

There is an option.

Be really good, be different, and be of value to the few who really care.

Everything posted on the various ‘social’ platforms is first posted on my own digital home base, a point of distribution I own, so make the rules by which I operate, www.Strategyaudit.com.au . The alternative is to rely on platforms others own, where they make the rules by which you have to play.

For those who sometimes find value in what I write, subscribe to the posts on the site, rather than waiting to see them on LinkedIn or some other place, because you will miss most of  them.

Once subscribed, you have the option of reading them, or just skimming and moving on, the choice is yours, not that of an algorithm designed to extract rent for the privilege.

If the posts become less than valuable, unsubscribe. Easy.

For many years now the path has become increasingly clear: to be seen, you must own your own your digital real estate, not rent it from someone else. 

The recent changes in the LinkedIn algorithms have halved the number of people who see what I post, and moved them geographically. A set of eyeballs in Sydney is for me terrific, New York or Mumbai is of less value.

At some point soon I will simply stop posting outside my own digital real estate, relying on that oldest of marketing tools, word of mouth, to spread the word. At least then I know that those who see the stuff really care, perhaps learn, and might start a useful conversation, which is why I do it.

This is the last post for 2019. I hope it has been a good year for you.

As I sit here in Sydney, ringed by fire, and observe the impotence of the public governance  we have somehow inherited, the hubris and self interest that prevents sensible debate and change across our economy and social services, I can only believe we are at a tipping point. I remain an optimist, and hope against hope that 2020 sees the awakening of a feeling that we have to not only demand change for the better, but dig in and generate it, one by one, until it becomes unstoppable.

Merry Christmas, and I will see you next year

Do you need a Digital Strategy?

Sep 27, 2019 | Change, Governance, Strategy

 

 

‘Digital Transformation’ and its sibling ‘Digital Strategy’  have become clichés, unfortunately, as it distorts the management and leadership challenges involved.

However you choose to label the evolution from the analogue world of last century, to the digital ecosystems we now see evolving, it is a process, starting with the simplest things, and moving progressively along to the more complicated.

‘Digital’ is no longer a choice,  it simply is!

How many of you have a ‘Telephone Strategy’? Nobody, it is simply a necessary tool, used better by some than others.

The failure of many ‘digital transformations’ I have seen has little to do with the digital tools, and a whole lot to do with the way people are managed, led, and the manner in which the enterprise leadership enables the evolution to digital to occur.

As with any process, in any transformation, including ‘digital’, there are some pretty simple to say, but hard to execute steps to be taken,

  • Define the business outcomes you are seeking.
  • Start with the simple, test, learn, and move progressively to the more complex, building as you go.
  • Recognise and accommodate the wider impacts. In any digital evolution, your business model should evolve in sympathy. As you progressively digitise, the friction  between the old and the new will become more intense, and potentially disruptive to operations if not managed well. This seems to frequently lead to some expensive consultant recommending you devise a ‘Digital Strategy’.
  • Define the new capabilities required. Inevitably new capabilities will replace the ones that made you successful last century. This part of the evolution can be very confronting and painful, but is inevitable. It can also chew up lots of cash, which is often hard to justify using the short term quantitative measures we favour over taking a longer term, but more qualitative view of what the future might look like.

Nothing about a digital transformation is easy, but if it was, anyone could do it successfully, and we know from observation that is not true.

 

Header credit. Another stinging but insightful cartoon by Tom Fishburne at www.marketoonist.com

The cost of preventing errors

The cost of preventing errors

Sep 18, 2019 | Change, Lean, Management

 

Prevention of waste is a core tenet of lean thinking, and has been systematically used to optimise processes of all types.

However, it is not universally useful.

Prevention of errors in an existing process is one thing, you have the process established, and can map the manner in which the process is applied, and the outcomes achieved. However, when dealing with a new product, or process, things are a little different.

There is no known path towards an outcome, you are in effect telling the future, and that is an occupation with a high failure rate.

In order to tell the future with anything approaching an acceptable level of certainty, you need to experiment, try things, see what works, ask customers, deploy the ‘Lean start-up’ type mentality to the development of the process.

This means there will be many false starts, errors, failures, or more accurately, opportunities to learn.

Established businesses often do not accept errors. Promotion, salary reviews, and all the other trappings of corporate success are usually based on not making mistakes, so guess what, nobody tries anything new that just might not work, just in case.

An effort to remove these errors will end up costing more, as the implication is that the product or process will be developed until it is seen as ‘Completed’ before launching. As we know, not all new products work, so the losses involved in such an exercise can be huge

Remember ‘New Coke,’ the new improved taste of new coke that nearly destroyed the brand? With the benefit of hindsight, it was obviously a dumb idea, but at the time, I am sure Coke management had market research coming out their ears that confirmed this was a great idea. Pity they did  not pick a small test area, and put the change into the market, similar to a Minimum Viable Product, (MVP) to see what Coke consumers in real life rather than is some contrived market research environment said. Such a ‘waste’ would have saved them many millions of dollars, and being head of the queue in the greatest marketing blunder of all time list.

The lesson here is to encourage experimentation, each being an opportunity to learn, and improve your fortune telling skills, substituting small errors that do not compromise the business, for the big blunders that will.

 

 

 

Processes are not goals, but goals are daydreams without processes.

Processes are not goals, but goals are daydreams without processes.

Aug 2, 2019 | Change, Strategy

 

Life is so very complicated.

We are always being told that to be successful requires that we set goals, and stick to them, work for them, focus, focus.

However, in my observation, a goal without a process to achieve that goal is useless, nothing more than a fantasy.

On the other hand, all the work I do with those who run  factories are about continuous improvement. Finding often tiny ways to deliver incremental productivity by removing the items, actions, and complications that hinder the ‘flow’ through a system delivers sustainable improvement.

Over time, the compounding impact is huge.

This has nothing to do with goals, but everything to do with mindset.

Can you achieve a goal without a systemic way of delivery that requires change?

Yes, but that goal will not be sustaining.

I observe those around me in this obese community setting out regularly to lose weight. Often they do, by a combination of exercise and ‘starving’ themselves, but immediately the goal weight has been reached, they relax, and the weight goes back on. They achieved the goal, but failed to have a process in place that made the weight loss sustainable.

If those same people just did some regular exercise, cut out sugar and fast foods, and ate less more often, then, over time, they would lose weight. In effect, they have adopted a process without necessarily having a goal.

My kids were all elite athletes, and they had goals, the big long term ones, but way more important, the ‘micro goals,’ the things they were working on every day to improve an element just a fraction, and a fraction a day, over time makes a huge difference. They were given an improvement process by their coaches, and while the long term goal was always there, it was never the focus, the day by day process was the focus.

Do the work, stick to the process, and the results will come.

Header cartoon is more visual advice from Dilbert via Scott Adms.

 

 

 

Rethinking the construction of retail strategy

Rethinking the construction of retail strategy

Jul 11, 2019 | Change, retail, Strategy

 

As Bricks and Mortar stores, (B&M) except those run by on line monsters, Apple, Amazon, and a few others flounder, retail needs to rethink itself.

Easy to say, hard to do.

It is hugely ironic that the most successful B&M retailer on the planet, by the retail industry’s own measure, margin/square foot, is now Apple, and I suspect Amazon is not too far behind. 

Rent is the 3rd biggest cost in most retailers P&L, after staff and Inventory. Rent is in effect the  cost of distribution, or the major part of it, and is always raised as a cost that on line retailers do not have, which is their competitive advantage, along with convenience.

Of course, on line retailers do have distribution costs, increasingly absorbed in the price paid by the customer, or cunningly disguised as some form of membership, as with the sensationally successful Amazon Prime.

Distribution is the battle ground of retail. Reshaping the traditional retail model by cutting out the retail store, and delivering by some combination of post/courier/pigeon.  However, B&M retailers have gutted themselves by electing, on mass, to walk away from their primary competitive advantage: stores, and the relationships they can create and nurture with customers.

The competitive advantage of a store is that a customer can go in, look at, touch, try on the merchandise, and talk to a person, who hopefully has some level of product knowledge, and is able to build a rapport. This is a hugely potent competitive advantage if used well, but instead of using it, most retailers are cutting back their investment in stores, staff, and product knowledge, cowed by the spectre of on line price competition.

It is like a golfer, who when comfortably ahead, stops using his driver because his competitor is better at using his putter, so he uses his putter to compete, on what becomes uneven terms.

Stupid.

If retailers looked at rent, inventory carrying costs, and most importantly the cost of customer facing staff,  as the cost of customer acquisition and retention, they may make startlingly different strategic choices. They become items in their marketing budget, which can be subject to creative experimentation, and customer service and retention  optimisation, rather than a cost to be minimised.

I suggest that this seemingly  simple change in mindset, would lead to a huge change in their capacity to compete and succeed.

Bring out the driver again lads, stop playing the whole game with your putters!