What does it take to survive in the world of business? Among other things, it takes unswerving integrity, a commitment to excellence, and thoughtful innovation. Take away any one of these three elements, and the company’s days are numbered.
Integrity
Business is built on relationships, and relationships are built on trust. Destroy trust in the customer relationship and watch your customers go somewhere else. Likewise, trust is the ground for every other business relationship–employees, investors, partners–you name it. Trust is the stuff of loyal relationships and enthusiastic referrals. Your business grows when happy customers send you their friends and colleagues. The reverse is also true.
Trust flows from the core values of the organization. As an illustration, Chick-fil-A is a company grounded in the kind of strong family values that drive its strategic and tactical decisions. Can Chick-fil-A achieve the same level of success without its core values? Not likely. The company with fuzzy values will tend to quickly lose it way.
Consider the current plight of NBC in the wake of revelations that news anchor Brian Williams fabricated stories of personal heroism. The manner in which NBC handles this breach of credibility will speak volumes about the company’s commitment to journalistic integrity.
Excellence
Over the last couple of generations, the quality movement has raised the bar of expectations to the point that excellence is now a feature and not an extra. This applies in both product and service industries. As a result, if you do your job poorly, there is someone waiting to take your place.
Toyota stands out among automakers for its role in developing many of the quality methods that manufacturers take for granted today. “Lean” manufacturing methods make it possible to achieve flexible, high-volume production with high quality and low cost. Even products that are traditionally viewed as commodities can be economically tailored to meet each customer’s requirements. Consequently, we have entered the age of mass customization.
Among fast food chains, Chick-fil-A stands head and shoulders above the competition because of its commitment to good food and great service. The long serving lines are actually a sign that this company is offering something that’s worth waiting for. And companies like Chick-fil-A tend to raise the expectations for everyone else in the industry.
Innovation
If you want to keep doing what you’ve always done, roll down the window and wave at the competition as they pass you by.
Innovation of the sort we’re describing here is not necessarily technology-based. Trying to adopt the latest technology–especially in the early stages–can be debilitating if it doesn’t make sense for your business. Rather, innovation describes your ability to anticipate change and build flexibility into your business model so that you can stay on the “leading edge” where the competition is thinner and the growth potential is high. (Think “blue ocean” strategy.)
Many large companies can string out success by virtue of the inertia from past success (and the commanding market share that often goes with it), but as the technology economy increasingly shows, product life cycles are getting shorter. Even established products have to show something “new and improved” to sustain the interest of the consumer.
Walmart is the 800-pound gorilla of retail, and yet they are responding to the trend away from big box stores. “Neighborhood markets” offer many of the same products, but on a scale much less intimidating than the massive warehouse outlets.
McDonald’s is a company trying to innovate in the wrong way by doing too much of everything. In the process, McDonald’s is confusing its brand image–and the financial results are beginning to show. When was the last time you had a Big Mac with fries and a shake?
Southwest Airlines has been unconventional since it started almost 50 years ago. The major carriers have never been able to adopt Southwest’s strategy, and the small carriers which try to imitate Southwest are always playing catch-up. Innovative strategy (coupled with a customer-focused culture) have been a winning combination that continues to set Southwest apart from the competition.
A couple of additional examples include Radio Shack, which tried repeatedly to reinvent itself before finally declaring bankruptcy, and Target, which is embarking on an effort to reinvigorate its brand image in the highly competitive retail space.
Are There Any Exceptions?
Examples of success and failure abound. Can you think of any company which survived in the long run without paying careful attention to Integrity, Excellence, and Innovation?
J.R. Dickens
© 2015 Woodland Park Research Group, LLC. All Rights Reserved.