Dodo Loves Marketing

In the age of customer scarcity and the Internet, the boldness and ambition of the new market leaders are unprecedented. Like their market presence, their aspirations are larger than life. They stretch their resources to the maximum and set unprecedented goals for businesses still in their infancy. They are determined to rule their markets and have no qualms about making the serious and risky commitments necessary to do so. Such spirit stands in marked contrast to the traditional manager’s tendency to spread risk and exposure, to take small, well-tested steps forward, and to avoid putting all the eggs in one basket.

Not long ago I spoke to the leaders of a company in the cutthroat communications field that, in terms of its competencies and operating model, looked very promising. But one vital element was missing: The leaders‘ aspirations were woefully inadequate for the battles that lay ahead. ..more

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Companies that have attained the status of market leaders are not content to rest on their laurels or on their existing products, nor should they be. They accept the unending responsibility of exploring uncharted terrain to imagine and design new products with original features and unique benefits. Market leaders are always thinking about the future, working to anticipate not-yet-recognized needs.

They also know that customers—especially searchers—are not necessarily looking for what they are selling. Often people want something that doesn’t yet exist, or they have a problem to which there is not yet a solution. Historically, market leaders made sure that their pipelines were filled with a steady stream of new technology, distinctive designs, and original gadgets. Today, a full pipeline is not enough. To satisfy searchers, market leaders must try to answer questions that have not yet been asked. ..more

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The second type of manager is keen to learn from market leaders. Astute observers, they have a penchant for analysis and methodology. You can visualize them taking copious notes, jotting down ideas, making checklists, and trying to decipher winning formulas. These managers reside equally among market-leading companies and their lagging competitors. Both design insightful strategies and plans for action. Yet the laggards have more trouble getting others within their organizations to adopt their plans. That even seasoned managers aren’t immune to this problem is evidenced in the number of well-considered plans and sound proposals that die prematurely because they are stonewalled by other departments, ignored by coworkers, or overshadowed by more prosaic routines. This situation is all too familiar to consultants whose well-crafted recommendations end up collecting dust because their clients were not adequately prepared for the changes the new plans entailed. Additionally, rookie MBAs face a rude awakening the first time their knowledge and bright ideas are not instantly acclaimed.

Whereas earlier the manager’s trouble was mobilizing employees, in this instance the obstacle is her or his inability to rally colleagues and bosses around the proposed solutions. If and when they overcome their resistance, excessive amounts of precious energy and time will have been lost. That they may shine methodically is irrelevant in this context because their direction and priorities aren’t aligned with those of the other people who have a stake in the outcome. Market leadership doesn’t bypass these managers because their plans lack specificity or rigor, but rather because they are not sharing the perspective held by the rest of the organization regarding exactly what needs to be done to win in the marketplace. ..more

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