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"Consider McDonalds. For any customer that truly places a premium on low cost and speed, McDonalds is hard to beat, because it has been optimized around a clear market positioning.
However, if someone were to walk into a McDonald’s and say, “I feel like having a curry today,” the service provider would not reply “Sure. That will increase our revenues. Let me shut down the grill and make you one.”
Instead, the reply (except, perhaps, in India) would be, “I’m sorry, but we are not designed to meet every possible need. Perhaps I can help you find somewhere nearby that can give you what you want?”
As companies keep discovering to their cost, it is certain business decay if you try to please all possible market segments. The broader the group of clients to which you try to appeal, or the wider the range of services you try to provide, the less customized your operation can be to each segment within that group.
If you never say “no,” you will just be one more undifferentiated firm, trying to do a little bit of everything and, as Skinner pointed out, will almost certainly be superb at none of them."
However, if someone were to walk into a McDonald’s and say, “I feel like having a curry today,” the service provider would not reply “Sure. That will increase our revenues. Let me shut down the grill and make you one.”
Instead, the reply (except, perhaps, in India) would be, “I’m sorry, but we are not designed to meet every possible need. Perhaps I can help you find somewhere nearby that can give you what you want?”
As companies keep discovering to their cost, it is certain business decay if you try to please all possible market segments. The broader the group of clients to which you try to appeal, or the wider the range of services you try to provide, the less customized your operation can be to each segment within that group.
If you never say “no,” you will just be one more undifferentiated firm, trying to do a little bit of everything and, as Skinner pointed out, will almost certainly be superb at none of them."
...
"“The hardest thing in the world for most professionals to do is to turn work away. It offends our desperate desire to be liked by everyone and plays to insecurity that afflicts even the best of us. The moment we aren’t worked off our feet, we think we’ll never work again.”
The situation has been made worse by many firms’ explicit (if misguided) efforts to transform themselves into “one-stop shopping” operations with extensive efforts at cross-selling additional services to clients and customers.
Too many firms have made growth and size their strategic priority, rather than differentiation. Instead of identifying and executing a clear market positioning, many companies and firms have consciously pursued a policy of “If you need it, we can do it!”"
The situation has been made worse by many firms’ explicit (if misguided) efforts to transform themselves into “one-stop shopping” operations with extensive efforts at cross-selling additional services to clients and customers.
Too many firms have made growth and size their strategic priority, rather than differentiation. Instead of identifying and executing a clear market positioning, many companies and firms have consciously pursued a policy of “If you need it, we can do it!”"
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Esta é uma das maiores dificuldades na minha vida profissional.
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