Sep 21, 2020 | Leadership, Marketing
Warren Buffets side-kick Charlie Munger repeats a story in his 2007 USC Law School commencement address which he tells often. The key part is from minute 28, that I think absolutely applies to the practice of marketing.
“I frequently tell the apocryphal story about how Max Planck, after he won the Nobel Prize, went around Germany giving the same standard lecture on the new quantum mechanics.
Over time, his chauffeur memorized the lecture and said, “Would you mind, Professor Planck, because it’s so boring to stay in our routine. [What if] I gave the lecture in Munich and you just sat in front wearing my chauffeur’s hat?” Planck said, “Why not?” And the chauffeur got up and gave this long lecture on quantum mechanics. After which a physics professor stood up and asked a perfectly ghastly question.
The Planck stand-in speaker said, “Well I’m surprised that in an advanced city like Munich I get such an elementary question. I’m going to ask my chauffeur to reply.”
The point is that knowing the name of something, does not mean you understand it.
As it is with the practice of marketing.
Many out there know the names, the jargon and new age tools with fancy labels. Unfortunately, that is not enough to be truly useful. You have to know how they work, how they interact with each other, and ultimately, how their use adds value to those with whom you are engaging.
Real knowledge and wisdom comes with doing the work, earning the right to make the claim of expertise over time gathering the experience necessary for insight.
The brother of this dictum is simplicity. Those who really understand how something works are able to go to the heart of it, and explain it in simple terms such that a non expert will understand. To quote, again, Einstein: ‘Everything should be made as simple as possible, no simpler”
Albert was not the best mathematician around, he could not even get a job teaching at undergraduate level in a university. His enormous ability was imagination, and the capacity to explain hugely complex ideas in simple terms. He could sort out the important from the unimportant, determining what was necessary to an outcome, and what was superfluous, and come up with what he called ‘mental models’ that demonstrated the explanation in simple terms to others. The mathematics was a secondary skill to the creative insights that led to the need to develop the mathematics that explained it.
Again, as it is with marketing.
Header cartoon courtesy Tom Gauld at TomGauld.com
Aug 28, 2020 | Leadership, Management
Have you ever noticed that problems are rarely solved by those who have not seen them first hand?
Core to ‘Lean’ philosophy is the Japanese term ‘Genchi Genbutsu’ which carries the meaning ‘go and see’.
In other words, when you have a problem, do not pore over spreadsheets, seek counsel from a friend, or check in with your boss. Instead, go to the source of the problem and see for yourself.
Few do this, and as management becomes increasingly isolated from the processes that support them, we become ever more creative with the reason why we do not down tools, and go and see.
Some of the usual excuses I have heard.
I am too busy.
If you are accountable for the smooth running of a process or person, you have no greater responsibility than to ensure the problem is solved. If it is not your problem, but it is no one else’s either, then take the initiative and go and see, take responsibility. You should never be too busy.
I do not know the source of the problem.
Often this is a legitimate concern, but it is not an excuse to do nothing. By contrast, it should be the best catalyst to set about determining the cause of the problem. Go and see, apply some critical thinking, peel back the layers of symptoms to properly understand the causes of the problem, and eliminate them.
It is not my problem.
Functional siloes and the mismanagement of KPI’s in bureaucracies of all types, are commonly the cause of this common refrain. We have complicated management structures and accountabilities so much in the past decades that everyone has the ability to point somewhere else, or simply walk away. Leadership and culture are the only antidotes. Built into the management culture must be the recognition that a problem somewhere in the organisation, ultimately impacts on everyone. Therefore, everyone has a responsibility, if not accountability, to call it out.
I cannot get there.
Again, often a legitimate barrier, especially in the corporate world where the location to be seen is distant, and there are travel approval processes to be navigated. Sometimes, you might be able to visit via the great video conference technology now available. However, technology is never a perfect substitute for a set of eyes, and the impact of someone coming from a remote location to examine the problem, and help find and implement solutions.
It is uncomfortable.
Yes, often it is, especially when dealing with a person. However, avoiding the conversation, embarrassment, confrontation, anxiety, or whatever it is that is stopping you, still does not address the problem. You just have to go and see.
It is not a problem, it is an opportunity.
The flip side of every problem is opportunity, for those who are able to see it. Where do you go to see an opportunity? The place may not exist. This should not stop you going to where it may exist and looking, perhaps building a ‘minimal viable product’ and testing it in the market. Some of the most successful products I have conceived and launched had their origins in conversations with consumers in supermarkets. Watching what they did, and asking why they did it is a source of ideas about all sorts of things, including identifying things that may not have been noticed as a problem to be solved.
None of these excuses hold any water, they are a cop-out, and are actively avoided in enterprises that have the potential to be great.
Aug 24, 2020 | Leadership, Management
There is rich wisdom to be found in fiction, although you might have to look hard to find it. There are some writers who have used fiction to deliver timeless messages.
For example, Sir Arthur Conan Doyle had his protagonist Sherlock Holmes utter some really meaningful lines. Amongst these is the classic: ‘it is a capital mistake to theorise before one has data. Instinctively one begins to twist facts to suit theories instead of theories to suit facts.’
This is confirmation bias at work. We see things that confirm what we already believe much more often and clearly than we see things that may erode or contravene our existing beliefs.
In digging for facts, data, you need to be able to ask smart questions, in some sort of order, to give some ‘shape’ to the way a problem is perceived.
- How and why is this issue a problem? Assembling observations, some informal information, input from customers, line workers, wherever the problem may be seen, to define that there really is a problem, not just someone having a moan.
- When does the problem show itself? Under what circumstances is the problem to be seen, are there patterns of behaviour or circumstances that seem to be correlated? Is there any foundation to see causation?
- Where is the problem showing up? This goes a step deeper to start defining the location of the problem, and the impact it may have.
- What are the impacts of the problem? What are the financial, cultural, value chain, and customer impacts of the problem?
- What is the priority in allocating resources to solve the problem? There are always more problems than there are resources to address them, and as a result, only a few get the attention they deserve. Make sure those limited resources are allocated in the best possible way.
- What return is delivered by solving? This is way more than a financial calculation, it needs to include an assessment of how the transaction costs may be moved around. What is the impact on workflow and stakeholder engagement as they see problems being identified and removed?.
- What other problems are uncovered by the consideration of the first one? Looking at a problem always uncovers others. Often in the process of understanding the problem, others that are the root causes show themselves for the first time. The ‘5 why’ tool is invaluable in understanding the root causes of problems, and should be in every managers toolbox.
Going back to Sherlock, one of the extremely useful observations captured the essence of Occam’s razor, when he said ‘ When you have eliminated the impossible, whatever remains, however improbable, must be the truth’
It is our job as leaders, to get at the truth, and communicate that truth widely, in a manner that it is clearly understood, and able to be acted on. So, the essential lesson, is to ask good questions.
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Aug 3, 2020 | Leadership, Operations
I love smart goals, they provide a road map, discipline, and a definition of what success looks like. Over the years they have proved to be very useful.
However, as I get wiser, I realise there is one vital element missing from Smart goals:
Compounding.
Compounding is, as Einstein noted, the most powerful force in the universe. To compound, you do little things that build on each other over time, becoming increasingly more powerful at a geometric rate.
The benefit of compounding is that you learn as you go, it is learning oriented, whereas SMART is by definition, goal oriented, it has an end point.
The obvious solution to this dilemma is to make every project a series of goal oriented components, that together and compounding, deliver the continuously improving outcomes. This sort of view forces to you to be ambidextrous in the way you look at performance.
On one hand, you are down in the weeds working with the detail, while on the other hand, there is the really important helicopter view that is able to make the compounding impact of all those tiny improvement obvious over time.
At its core, this is what lean thinking is all about, continuous improvement that delivers over time.
Jul 22, 2020 | Change, Leadership, Strategy
As we hesitantly, with stumbles, come out of this lockdown, we will see the landscape has changed. For some, it will be a land of opportunity, for others, a wasteland.
Rather than seeing it as a calamity, those who choose to see it as an opportunity, will be able to look and see that what has actually happened is that the lockdown has dramatically accelerated many trends that were already slowly impacting on our lives. They were all evident before to those who were looking, now they are in ample evidence to everyone who is not completely blind.
The more obvious ones, are:
‘Digitisation’.
So called digitisation has taken off, whatever digitisation means in your context. Suddenly ‘digital’ is the new normal. From remote control of factories to grannies interacting with their grandchildren via Zoom, nobody has been immune.
Remote work
Working from home, cafes, the car, has been developing for a decade. Suddenly, it has been accepted as an alternative to expensive office space in central locations. What will probably evolve is some combination of decentralised ‘meeting places’ and working from home, serviced offices, and cafes. The trend has been pushed along a decade in 5 months.
Retail delivery services.
Similarly have been pushed ahead a decade. Everything from the local restaurant to the supermarket, and department store now have to be geared up to deliver, or lose the sale. This will change the nature of retail from transactional to more ‘showrooming’, a trend harnessed by Apple a decade ago while everyone else was cutting retail prices and locations in order to save money. However, retail shop fronts will become more important than ever as a means to communicate with customers, rather than just being a point of sale.
The end of ‘purpose’ marketing.
The focus of marketing, at least by corporate marketers, will have pivoted from the banality of the ‘purpose driven’ marketing of the last few years. In the absence of a compelling idea, marketers deluded themselves that people really cared about their empty statements of ‘purpose’. Your potential and current customers will be demanding evidence that the statements carry weight in the behaviour of those seeking their money.
Politics.
Politicians have had a huge wakeup call. We voters really hate the division and spite of the practise of politics as usual pre corona. We long for some evidence that those elected to lead, actually do so, rather than just taking the trappings of office for their own benefits. The pressures on politicians and the political orthodoxy that has dominated to date will have to be revised. The basic assumptions about what services government provides, and from who and how, the necessary funds are raised to pay for them, have moved.
Not since 1939 have our politicians been confronted with the profoundly difficult choices that now face. I wonder if they are up to the challenge?
The economy.
The economy has suffered a major stroke, one for which substantial rehab over a long period will be required. It would be naive to believe it will recover to look much like the pre stroke version, but recover it will, over time. For those willing and able to push the boundaries, there will be opportunity everywhere, from the remaking of supply chains, to the potential of rebirth of sophisticated niche manufacturing, and new export markets. Digitisation of just about everything that has been accelerated massively, will demand investment and different business models and enterprise capabilities. These will offer great opportunity as well as what for many will be a terminal challenge. None of this will be easy, but it will happen.
As we ‘wake up’ from the corona coma, there will be an inclination to revert back to the known, and comfortable. Succumbing to that urge will be a mistake, as we have all been forced to move on, to push the edges of our comfort zones. The economic and social climate has changed dramatically, and those that seek the comfort of the Pre Corona status quo will find themselves isolated, and falling behind their competitors.
Picking your way through all this will take effort, experience and careful planning. When you need the injection of those skills, give me a call.
Jul 10, 2020 | Governance, Leadership
Both sides of politics are claiming victory in last Saturday’s by-election.
Labor because they won, and Liberal because they did not lose by much, and anyway they did not expect to overturn a century of precedent in by-elections, despite the PM having high personal approval ratings for the handling of the corona crisis. Largely forgotten is the pathetic floundering that went on over the bushfire season, except by those still waiting on the promised assistance, and living in tents.
What lies underneath is a range of gaps, often chasms, between opposing views and outcomes.
It is not unusual to have substantial socio economic gaps in an electorate, it just seems those in Eden Monaro are more starkly drawn.
Gaps between the coast and inland regions, gaps in the nature of business in the varying regions, lifestyle, wealth, access to public services, and more.
The electoral result is an average, and as with all averages, they can be very misleading.
There are also substantial gaps in the apparent ‘values’ held by differing parts of the electorate, and a huge gap between the promises of politicians seeking a vote, and their performance on the ground.
As a group, we are increasingly cynical and distrustful of those in politics who espouse values, then appear to be acting in a contradictory manner.
These differences produce internal conflict that when combined with a poor economy, starts fights over how the pie is to be divided. There will be pressure on the current Covid induced income support regime, and longer term, to change corporate and individual tax rates, not just to fix the unholy mess they are in currently, but to set out to address the inequities.
However, when you have the gaps in wealth distribution, personal and corporate values, political ideologies, and powerful vested interests, you have a volatile environment, not well suited to making fundamental changes. Therefore we will get more and more Band-Aids stretched over a broken system.
Then you have the external environment to consider. There is geopolitical strife of many colours, the war for trade, technology, talent, capital, and over the systems of government that apply.
Einstein’s first law, that energy is not created or destroyed, it just moves from one form to another, seems to apply to the manner in which the pie is cut. In that process there are always winners and losers, and nobody wants to be a loser, while the winners are usually pre-ordained.
That is the situation we find ourselves in currently, wealth and power are based on increasingly fragile foundations. The implications of those foundations crumbling are challenging to envisage and articulate, and so remain undiscussed in open forums.
As I said, elections are averages, and averages always hide the essential truth.
