The Mastermind of Business
Becoming a Genius in Your Industry
Leading product brands think and act differently such as the vision of Apple, passion of Nike, irreverence of Jones Soda and the entrepreneurship of Jet Blue.
Today, the mastermind of business lies in the ability to connect with external and internal elements such as customers and shareholders, creativity and analysis, promises and reality, today and tomorrow. You have to combine customer insight, creativity with the analytical and commercial rigor that drives strategy, innovation and profitable growth.
Dodging the Dogmatic Tendencies
Too many businesses are obsessed with their internal elements - how to do what they do better, reduce their cost base and automate their processes - rather than the external. This can lead businesses to often miss what matters the most. Kodak was the market leader in photographic film for many decades. Then within a handful of years, they found that their market had disappeared. In place, the digital world led by Sony and HP took over with a bang. By the time, Kodak reacted, it was over.
The best opportunities and biggest challenges are found externally. The starting point of any business strategy should focus on when the market changes. Since its implications are often discontinuous, more significant responses are required. Market thinking should be at the heart of not only decision-making, but business in general.