StrategiesThatWork.com

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How Companies Begin

Most companies start small, with a few people who know each other and know what needs to be done. The team is small, and if anyone "drops the ball", everyone notices.

Then the company grew, and that close contact disappeared….but nothing as effective replaced it. The company just became less competitive, vulnerable to attack by some company as good as it used to be.

The Sports Analogy

Everyone has attended some company retreat, trade show, conference, or seminar that had some famous coach or sports hero talk. They get everyone excited about winning, encouraging corporate leaders to follow their five easy steps to victory.

Unfortunately, there are two problems with their presentations. First, there are no "canned" easy steps to victory. Winning at business, as in sports, is a custom process, with the winning formula dependent upon the constantly changing competitive landscape. Second, your company has almost nothing in common with a professional football team.

Heck, most companies don't have enough in common with Little League teams. Let me explain what I mean.

Picking The Team

Scouts are sent out to colleges and other teams to find the best players, hoping to recruit them. The scouts watch the players to evaluate not only their raw skill, but also how well they will fit into the team. Then the players are recruited and soon show up at training camp.

Your Company

We accept applications and résumés between 8:00 and 5:00 or through the mail. We would like to interview you for an hour on three separate occasions, asking predictable questions. We will then call your references, who are afraid to say anything negative for fear of being sued.

Now You're Hired

Training camp is a stressful place, because everyone knows that a lot of the people there will not "make the cut". Even those selected to train for the regular season have little chance of making the first string.

Your Company

Once you are hired you have to be pretty bad to get fired. Let's face it, our performance review process lacks adequate substance to separate the good employees from the bad ones, so regardless of your performance you will probably never be noticed.

On Time Feedback

Preparing for the regular season, you practice every day under the watchful eye of the coaches. They measure everything, counting assists as well as tackles, keeping notes and videotaping to document performance.

Failure to learn and execute the team's plays flawlessly is unacceptable, and those who don't catch on are cut from the team.

Prior to every regular season game the team watches videos of what seems like every game the opposing team has every played. We study to see how they play, searching for a vulnerable area, some weakness that we can exploit. We also try to anticipate how and where they will hit us, because we know they are watching tapes of our old games too.

Each coach then works with his players, focusing on our individual roles in the upcoming game. Once the game begins the coaches notice everything. Every play is watched carefully, and players receive immediate feedback on their performance, measured on numerous dimensions.

The coaches constantly evaluate the game's progress, adjusting strategy to compensate for every choice the opposing team makes. We don't have to wait until the end of the game to learn how we are doing - the coaches are screaming over the roar of the crowd - everyone notices everything and forgives nothing. Of course there is always the scoreboard, constantly updated, always reminding us of where we stand against the other team.

Your Company

We have an annual plan for the company, and a corporate mission statement. Of course you also have a job description.

We obtain periodic market research information that is shared with a small group of our employees. Everyone else just does their job, with little idea of how it might make a difference.

Your individual performance makes little difference in the grand scheme of things, but we go through the motions of reviewing your performance every three months.

Ready For The Next Game

After each game we go over the tapes, critiquing every move of every play. If we did the right thing, we are praised in front of the team. If we blew it, well,…. The purpose is not to humiliate the weak players, it is to make sure the next game is better than the last one. Then we start looking at the tapes for the next game, studying the next team. We know that the other teams are doing the same thing.

We also know that we introduced a new play last game that gave us the winning edge - it won't be a new play next week, and we have to come up with some other way to gain an advantage. One thing is a constant, the need to be better. Better that any other player on your team playing your position, better than any other team. It doesn't matter how good you were last year, you have to be the best now. Sure the team likes you, and so do the fans, but they like winning more. Although you have been a star for six years, and you know that the new kid might be better than you by next season. Maybe you should start talking to the owners about a possible coaching position soon…..

Your Company

You will receive a raise every six months, and an annual cost of living adjustment.

We believe in teamwork here, so we try not to single out any individual's contribution. We will, however, let you see how you compare to the performance averages for your job title.

We know how important job security is, and you can be assured that as long as you are doing your best, we will always look out for you here.

Knowing Your Players

As long as your company focuses on averages instead of the best, you cannot hope to win. If you only give feedback after the game is over, how can you hope to win that game?

Are your people "just doing their job", not realizing that your company will lose if every player isn't doing better than their counterpart at your competitor?

Do your employees think that a team hides individual performance, or do they understand that teams have to be collections of stars working together?

Running Your Team

The next time you consider a sports team analogy, think about the differences between sports teams and your company.

Would you invest in a sports team that was run the same way you run your company? Why?

If you don't think that your strategies could win something as simple as a football game, what makes you think they will work in the business world?

Best Picks...

....If you are in a hurry and can only read a few articles, the following five are the ones we hear the most about...

They are a bit longer than most of the others, but they will give you something to think about....

Could You Run A Winning Football Team Like You Run Your Company?

Teamwork - Coaches and players speak to business professionals, encouraging them to build teams that can win.  Let's compare your company to a professional football team....

Eating The Heart Of The Watermelon

The heart of the watermelon is the sweetest and lowest hassle part - so why bother with the rest?  You may not want to follow this thinking at your next picnic, but it sure works when making customer and product decisions!

Quit Your Company - An Exercise

This exercise will force you to see your company and the competitive landscape differently than ever before.  It will help you decide what needs to be done in order to stop the competition you don't even have yet...

Dealers And Distributors (Short Version)

You may need dealers and distributors- or not.  The real issue is whether your end users feel that they need your dealers and distributors!  Companies win when they offer end users what they want....

Dealers And Distributors - And "Going Direct"

If you have a dealer and distributor network, should you consider "going direct"?  Let me ask you this - if a major competitor did, what would happen to you?  That's your answer - this will help you see how to do it....

Management Theories

Not all management theories work - and this section discusses some theories that have problems

Reality Instead Of Theory

You can't believe everything you have been taught about business.  Most of it is true, good information - the trick lies in knowing which parts to believe, and which parts to reject.

Positive Reinforcement Myths

Positive reinforcement can result in training and motivational miracles - but there is one little catch...everyone in the "real world" seems too well fed for it to work!

Truth About Advertising - What Advertising Awards Mean To You

Advertising awards are something ad agencies love to display - perhaps it gives them a feeling of credibility.  It's a shame those awards don't reduce their client's advertising costs or increase their client's sales...

"One Size Fits All" Management Fads

Management fads do a lot of damage - they send companies off in wrong directions, and they erode the confidence of managers.  How?  Managers try the latest fad, and when it doesn't work, they assume it is because they were not good enough - it's a shame, because their instincts are almost always more effective than the fads...

TQM - The Quality Myth

TQM has been a major force for a number of years.  Although it has lost some of its luster in many circles, its proponents (consultants getting wealthy, perhaps) continue to re-invent it under a constant flow of new names....

Your Departments

The last group of articles in this section apply to sales and marketing.  The reason this area is receiving so much attention here is that there seems to be more confusion in that area.  Let's just take a quick look at some of your key departments...

Accounting Excitement

If business was a sport, the accounting department would be keeping score.  Unfortunately, the accounting department seldom provides the kind of information managers need in order to make good decisions....

Purchasing

Purchasing is more than "buying what you said you wanted", it is a proactive role that investigates better products and anticipates demand.

Engineering And R & D

Engineering creates your "new and improved" products - you need to make sure they know what your company and your customers want from them.

Manufacturing

Manufacturing - Manufacturing efficiencies largely determine your costs - and costs largely determine your competitive position!  Efficiency requires great management, management willing to do what it takes to attract and retain the very best people.

Entering New Markets - Then Closing The Door Behind You

Entering new markets - you couldn't do it if the companies already in those markets were staying in touch with their customers!  Remember that after you enter a market - or you may become someone else's "new market"!

Innovate, Renovate, But Satisfy Your Customers

Things have changed faster than most companies have changed - the web, overnight delivery, long distance charges, longer lasting products, direct (to consumer) sales - there are many ways to combine these things to satisfy your customers - and gain market share.

A Winning Marketing Campaign - Lousy Sales

Heartbeat Of America.  The ad campaign won awards, but market share slipped.  Winning companies match great marketing with great products - then the competition loses while consumers win.

Strong Companies Win In Efficient Markets

Marketing is not the art of lying without getting caught.  When your product is the best choice, there is no need to lie.

Applied Market Research - Satisfied Customers

Market research can come from a consultant, but it should also come from your own employees.  Having market research means nothing, however, if you don't use it to make customer driven decisions.

Selling To People - Not Markets

Sometimes we can forget that markets don't buy anything, people do.  Market research is valuable, but make sure it tells you about real people.  Nobody wants your product - they want a way to solve a problem or meet a need - perhaps your product can help them accomplish that.

Advertising For Sales, Not Awards

Advertising - why are you doing it?  If it is for sales, you may need to make sure your agency understands your priorities - instead of pursuing "awareness" and "impressions" - if you want sales, hold them accountable for sales!

The Rest Of It...

Not everything fits into a file, box, or compartment - this is the rest of it....

StrategiesThatWork.com Homepage

Marketing should not be a lie - build a company with productive labor, efficient purchasing, great design, accurate accounting, rational distribution - and the result is a truth you are proud to tell.  Marketing becomes a simple matter of telling the truth to people who are interested!

Eating The Heart Of The Watermelon

The heart of the watermelon is the sweetest and lowest hassle part - so why bother with the rest?  You may not want to follow this thinking at your next picnic, but it sure works when making customer and product decisions!

Dealers And Distributors - And "Going Direct"

If you have a dealer and distributor network, should you consider "going direct"?  Let me ask you this - if a major competitor did, what would happen to you?  That's your answer - this will help you see how to do it....

Dealers And Distributors (Short Version)

You may need dealers and distributors- or not.  The real issue is whether your end users feel that they need your dealers and distributors!  Companies win when they offer end users what they want....

Quit Your Company - An Exercise

This exercise will force you to see your company and the competitive landscape differently than ever before.  It will help you decide what needs to be done in order to stop the competition you don't even have yet...

Three Kinds Of Employees

The right employees are one of the most important resources a company has. Most employers are quite aware of how valuable a great employee can be, but have a difficult time figuring out who the great ones are.  It helps to divide the work force into three groups.... 

Your Mission Statement - What It Means

A mission statement is not something you can carve in a plaque next to your door, because it needs to change.  Mission statements establish priorities, and if customer satisfaction is not at the top of those priorities, you may have a problem.

Could You Run A Winning Football Team Like You Run Your Company?

Teamwork - Coaches and players speak to business professionals, encouraging them to build teams that can win.  Let's compare your company to a professional football team....

Performance Reviews

Performance reviews.  Yawn.  While performance reviews are not exciting, few things can do more to shape your company.  Done right, they can make a big difference...

"Honey, We Need To Talk"

"Honey, we need to talk" are terrifying words when they come from your spouse.  You may feel that you have an "open door policy", but walking in that door feels a lot like "Honey, we..." to most employees.  You need an easy way to stay in touch - like lunch!

Partnering And Sole Sourcing

Partnering - we hear a lot about it, but if you aren't willing to be a partner in your purchasing, you are not ready to ask your customers to trust you in that role....walk in their shoes for a moment.

Customer Focus

"Customer Focus" is something we hear a lot, but seldom results in much action.  Funny, isn't it, that customers are the only people who leave money in your company - everyone else is there to take some out....

Science Of Yourco

You don't have to look further than the nearest business magazine to find a few easy steps to management success - so why bother to develop a "Science Of Yourco"?