Myth
1 - It Won't Happen Here
This is great. This is forever. It won't happen here. Accidents,
failures and business tragedies only happen to the "other
guy" or another company. Why do we buy a smoke detector
after a fire? It can happen here. It does happen here, and
if preventive measures are not put forth, it will happen here!
Myth
2 - The Future's Out Of Our Control
There's clearly a future for those who plan for it (or create
it). Peter Drucker's words of wisdom ring loud and clear,
"If you want to predict the future, create it!"
Myth
3 - Follow The Leader
Robert Frost wrote, "Two roads diverged in a yellow wood
and I . . . I took the one less traveled on and that has made
all the difference." Most great works of art, industry
and science came about because someone looked at the world
differently. Learn from the leaders but don't necessarily
follow the leaders. Follow your head and heart instead.
Myth
4 - Bigger Is Better
"Big" anything can be intimidating, scary, awesome,
impressive and even breathtaking. After all, "big"
is powerful. "Big" has seemingly unlimited resources
and "big" crushes "little." Myth! Myth!
"Big" can also be inflexible, headstrong, obstinate,
rigid and clumsy. Focus on "better" not "bigger."
After all, it's not the size of the company, product or brand
that matters. All that matters are big results and big, positive
customer satisfaction.
Myth
5 - Good Fences Make Good Neighbors
The key to the future of business development is not separatism;
it's collaboration, communication and alliance. "good
fences" separate neighbors, separate companies, careers
and serve as an impediment and barrier to real growth. "Strength
in numbers," through strategic alliances, is the way
to win the war for share.
Myth
6 - The First One "In" Wins
Howard Johnson's was the first major sit-down restaurant chain
in the U.S. Today, they barely have a pulse. Xerox produced
the first PC. Today, they are not even a player in the PC
market. Woolworth's "five and dime" closed its doors
after over one hundred years of retail operations. By exception,
the "law of first" may apply to certain niche industries
and categories, however, other than public relations value
and a place in history, being first generally guarantees you
absolutely nothing in terms of long-term business excellence
and success
Myth
7 - Back To Basics
In short, back to basics simply means "...let's do more
of the same!" Oftentimes, it's the "basics"
and "more of the same" that got a company in the
mess it's in. It is very likely that the dying words ... the
very, very last words of each chief executive who ever went
down with a sinking corporate ship were, "This is not
the way we've done it."
Myth
8 - Business Is Complex
We talk ourselves into believing that operating and building
a business is a very complex process. Hey, there's management,
operations, administration, finance, production, distribution,
purchasing, human resources, logistics, technical services,
marketing, sales and on and on and one. Read The Emperor's
New Clothes for insight and context. Business is more simple
than it appears. After all, there is really only two activities
in business ... selling and supporting the selling. Period!
Myth
9 - Close Enough Is Good Enough
In our high-tech world of exactness and preciseness ... close
enough is not good enough. If the 1991 Persian Gulf War taught
us anything, it should have taught and introduced us all to
a laser-driven approach to air warfare called "The Smart
Bomb." The "Smart Bomb" was oriented toward
perfectly hitting its well-defined target. Shotguns get close,
a rifle gets closer but in an age of absolute technological
preciseness, "smart bomb marketing" is the only
acceptable initiative. If it is not a "direct hit"
today, it's not a hit!
Myth
10 - Value Means "Cheap"
"Hey Mom, you can buy these shoes at two for the price
of one ... great value, no?" No! "Let's run over
to the Burger Barn. They have `value pricing' there. You can
get a cheeseburger for $.39. Now that is value!" Wrong!
"Value" does not mean cheap. Value should, at least,
mean meeting customer expectations. Leading companies, however,
raise the bar on this definition and view value, better yet,
as exceeding expectations.
Myth
11 - The Best Offense Is A Good Defense
Generally, one scores by shooting and possessing the ball.
Although it happens on occasion, typically defense doesn't
score. The best offense is not a good defense. The best offense
is a great offense that controls, manages and moves the ball
(business) by focusing on scoring through achievement and
performance.
Myth
12 - Watch The Competition Closely
Legendary cartoon strip character Pogo once said, "We
have met the enemy and it is us!" Aggressive competition
against yesterday's results, last quarter's numbers and last
year's ledger sheet are much more important (and positive)
than worrying and focusing effort, energy, and resources on
the "other guy" and "the other company."
Satchel Paige, the Hall of Fame baseball player simply said
it best, "Don't look back!"
Myth
13 - Play It Safe
The old position on risk was "What is the risk we're
taking if we do this?" The new position on risk is "What
is the risk we're taking if we don't do this?" No risk,
no rewards. No guts, no glory. Calculate the contingencies,
of course, and constantly review the level of risk appropriate
to the initiative, however, in the words of that great philosopher,
baseball manager Casey Stengal, "You can't steal second
with your foot on first!"
Myth
14 - Time Is On Our Side
Although I'm a Rolling Stone music fan, I disagreed with Mr.
Jagger when he sang, "Time is on our side, yes it is
..." Consider that we have all the modern conveniences
and technological advances available to allegedly make our
lives simpler and more efficient. We have electric garage
door openers, remote control television sets, microwave ovens
and more. Through it all, however, we have no time. We are
technology and activity rich but "time poor."
© Ira
Blumenthal, 1998
Ira Blumenthal's Great Signature Speeches
678/797-9199
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