Quando o mundo muda há quem dê a volta (parte II)

Parte I.

Deu-me para recordar o Lindy Effect ao ler "The old-fashioned mail-order catalog gets a new lease on life":

"In an era of explosive growth for online buying, retailers and shoppers are showing renewed interest in a humble purchasing device that uses paper instead of pixels.
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For the first time since 2011, Sears Holdings sent out the Sears Wish Book, a holiday tradition for generations of children. Although this year’s catalog has the heft of a magazine rather than the phone-book size that the department store produced back when it was a retail juggernaut, the offerings are more extensive and searchable online.
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The ability to stand out in that physical mailbox is easier than it was 10 years ago.
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In 2016. the response to catalogs increased 23% from the year before, ... In terms of catalogs, which make up one third of all direct mail, that means they were more likely to buy something than in the past several years.
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Companies are using print catalogs to cut through email clutter and social-media saturation,
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print catalogs will never be as popular as they once were, but that retailers appear to be using them as part of what he called an “omnichannel” approach that tries to more closely integrate a store’s website with its physical stores, such as buying online and picking up at the store the same day."

E isto:

"A survey included in a recent DMA report found that nearly one-third of those polled said getting a catalog drove them to shop online." 

"many simply collapse under the emotional toll it takes"

"For many leaders, the taxing nature of enterprise-level leadership is too great. Being sufficiently knowledgeable about context requires a huge tolerance for ambiguity and the acceptance of a perpetual learning curve. Making hard trade-offs means saying no to people and facing the many dysfunctional ways people deal with being disappointed by their leader. Shifting organizational designs means having to address the harsh realities of instigating major change — organization-wide anxiety, intensified political dynamics, and sometimes having to part ways with those not prepared for the new world you are creating. It’s no surprise that mental and physical stress-related illnesses are high among executives. While some executives thrive on the challenges inherent in the trailblazing work of strategy, many simply collapse under the emotional toll it takes. In our research, 38% of executives said they didn’t expect the loneliness and isolation that accompanied their jobs and 54% said they felt they were being held accountable for problems outside their control. Given the ruthlessly unforgiving nature of executive jobs, I encourage all my clients to have a team of professionals around them, including an executive coach, a licensed therapist, a personal trainer, and a nutritionist. That kind of “scaffolding” helps leaders bear the harsh realities of strategic leadership in healthier ways.
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The work required to effectively craft and execute a company strategy is extraordinarily difficult. It’s no surprise that many try to oversimplify it, or dilute it to match whatever level of competence they have. But if organizations actually invested in preparing executives for the real requirements of these roles, we would see failure rates decline and companies more consistently adapt and thrive."

Uma descrição crua da realidade.

 "Executives Fail to Execute Strategy Because They’re Too Internally Focused":

"if you discover your pricing strategy isn’t working"

Alguns conselhos que fazem sentido:

"So, if your pricing isn’t working, what can you do about it? Well, you have several options, but here are a few to consider:
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Raise your prices. Raising your prices allows you to work with fewer clients [Moi ici: Não percebo porque mais empresas não aprendem esta verdade. Recordar "Um euro de crescimento em preço..."] and gives you more time to deliver great results. What you do is valuable --  own that fact and know your worth.
Change your target audience. If you know that what you are offering provides value, but are still experiencing low conversion rates and/or hearing complaints, this could mean that you are barking up the wrong tree. It may be time to consider other markets or pivot in a new direction to find your ideal clients. Also, if you are spending time with people who don't see your value or complain about your pricing, it is definitely time for you to move on. Remember, if they can't see the value, it’s their problem, not yours.
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Look at your systems. Recognizing when your current systems aren't working and investing in your processes, could be the time-saving boost that you need to get your cycle back into alignment and get your business back to growth.
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In short, if you discover your pricing strategy isn’t working, it’s imperative to take an honest look at yourself, your business, and your current customers. This means pulling data, examining your metrics, and asking others their perspective about what’s working or not working."

Trechos retirados de "Pricing for Profitability: You Are in Control, Even If It Doesn’t Feel That Way Yet"

"That's quite a difference in perception"

Em "Para reflexão" respondia-se à pergunta "Are customers really as price sensitive as commonly believed?..." onde Andreas Hinterhuber defendia que os clientes valorizam outros factores muito mais do que o preço.

Entretanto, ontem o @pauloperes enviou-me esta imagem:

Quando o mundo muda há quem dê a volta

Há dias no postal "Acerca da experiência quando o mundo muda" podíamos ficar com a ideia de que a experiência do retalho físico pode ser um fardo demasiado pesado para triunfar no novo mundo.

Recordo um postal do início do mês sobre o que fazer quando a inovação tecnológica avança:

"We explore the implications of a real and common alternative to attempting the transformation required to embrace a new, dominant, technology—the choice to maintain focus on the old technology. In considering this choice, we distinguish between “racing” strategies, which attempt to fight off the rise of the new technology by extending the performance of the old technology, and “retreat” strategies, which attempt to accommodate the rise of the new technology by repositioning the old technology in the demand environment."

Agora em "How Independent Bookstores Haved Thrived in Spite of Amazon.com" encontro:

"When Amazon.com burst onto the nascent online retail scene in 1995, the future seemed bleak for brick-and-mortar independent bookstores—which already faced competition from superstores like Barnes & Noble and Borders. Indeed, between 1995 and 2000, the number of independent bookstores in the United States plummeted 43 percent, according to the American Booksellers Association (ABA), a nonprofit trade association dedicated to the promotion of independent bookstores.
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But then a funny thing happened. While pressure from Amazon forced Borders out of business in 2011, indie bookstores staged an unexpected comeback. Between 2009 and 2015, the ABA reported a 35 percent growth in the number of independent booksellers, from 1,651 stores to 2,227.
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Independent bookstores provide a story of hope by focusing on core values that include community, curation, and convening."

E agora ler isto:

"While all this was happening on a local level, there was important top-down work going on at the American Booksellers Association (ABA), a nonprofit trade association dedicated to the promotion of independent bookstores. The ABA served as a glue to bind likeminded players together—facilitating partnerships between bookstores and other local businesses, for example. The ABA also strengthened the collective identity of indie bookstores by helping its members share best practices, such as how to use social media to promote special events."

Para depois recordar "Gente de outra estirpe" e o poder da liderança nas associações.

Acerca da importância de estudar o ecossistema das partes interessadas

"Druker: We relied largely on discussions that we’d had with customers, with people in the industry that we worked in, the dairy industry in particular. We’d talk to nutritionists and to dairy producers, asking, “What are some of your biggest issues?” We mainly focused on the nutritionists, who are the people the dairy producer hires to help put together the ration to feed the cows. Our products go into those rations, so even though the dairy producers are buying the products, most of our efforts were focused on the nutritionists.
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Druker: We’ve always known the end customer is the dairy producer, and ultimately the dairy cow, but yeah, we were basically getting our innovation information from a consultant that was being hired by the dairy producer. So yeah, I think absolutely part of our issue was we weren’t identifying the right people to speak to."

Mais um exemplo sobre a importância de estudar o ecossistema das partes interessadas e perceber quais são as relevantes e quais são os seus requisitos relevantes.

Isto faz-me lembrar uma conversa numa empresa há dias. Grande orgulho numa narrativa que o pessoal do marketing inventou para relacionar com uma inovação estética. Enquanto os ouvia pensava:

- O negócio é B2B. Será que os compradores vão ligar a essa narrativa?

Trechos retirados de "Jobs-to-be-Done Case Study: Arm & Hammer"

Transformar é possível (parte III)

Caro Nuno, na sequência da parte I, veja esta sequência em "How to Develop Strategy for Execution":

• 1. What is our vision?
• 2. What are our critical vulnerabilities?
• 3. What should we prioritize?

Repito o que escrevi:

"Apresentar um destino ambicioso, conversar abertamente sobre como é viver nesse destino, que resultados obtêm a empresa e os clientes, o que dizem os clientes da empresa, o que dizem os trabalhadores da empresa e do que fazem. Deixar a visão da terra onde corre leite e mel seduzi-los, deixar que contribuam para a descrição de como é essa terra, eles já lá estão, eles já lá vivem, o que vêem, o que fazem, o que sentem? Depois, capturar o gap, a lacuna entre o que ainda somos  e o que queremos ser no futuro desejado para construir o programa de transformação."

E recordo o acrónimo, "S-CRT":

• Pensamento sistémico aplicado a um SGA (I)
• Pensamento sistémico aplicado a um SGA (II)
• Pensamento sistémico aplicado a um SGA (III)
• Pensamento sistémico aplicado a um SGA (IV)
• Matéria-prima para converter estratégia em acção

O que se diz versus a agenda

"People might hear what you say, but they always remember what you do."

Como não recuar a Abril de 2006 e recordar:

"Qualquer subordinado, é o melhor estudioso do comportamento do seu chefe, não interessa o que o seu chefe diz, ou proclama; interessa o que o seu chefe faz, onde ocupa o tempo da sua agenda. Assim, o que a gestão de topo mede é uma poderosa mensagem para o resto da organização, o que se mede é o que interessa, é o que tem de ser atingido."

Trecho inicial retirado de "The boss goes first"

"overcommitting resources"

Há dias, no exame final deste curso apresentei este exemplo de não-conformidade:

"A empresa define objectivos que operacionaliza através da metodologia A3 e que são aprovados pela ADM. A empresa evidencia lacunas no controlo do estado de alguns desses projectos. Por exemplo, o projecto “Conquista do mercado Senegal” tinha uma data de conclusão prevista inicialmente para 28.02.2017. Estamos em Novembro de 2017, o projecto ainda está por concluir e a data prevista para a sua conclusão foi revista para 31.07.2017. (cláusula 6.3)"

Entretanto, neste artigo, "Executives Fail to Execute Strategy Because They’re Too Internally Focused":

"Diluting the focus of an organization by overcommitting resources institutionalizes mediocrity and cynicism. People feel set up to fail. Saying no is one of the greatest gifts an executive can give their organization. Too many leaders overestimate the capacity of their organizations under the ruse of “stretch goals” or “challenge assignments” to justify their denial of the organization’s true limitations. In one of the largest global retail companies I worked with, executional capacity was unusually constrained for an organization of its size and margins. I asked the CEO to estimate how many global initiatives (multicountry, more than $1 million in scope and budget) he thought were active at the enterprise level. He guessed 20 to 25. We did a comprehensive inventory for him — and stopped counting after we reached 147. Failure to make intentional, hard trade-offs when executing your strategy ensures that all efforts are likely to fall short of expected results." 

No exame pedia aos futuros auditores internos que ensaiassem uma proposta de acção correctiva. Engraçado que nenhum avançou com esta hipótese de causa: "overcommitting resources"

Locus de controlo

"A PwC survey published in 2015 revealed that 54% of CEOs worldwide were concerned about new competitors entering their market, and an equal percentage said they had either begun to compete in nontraditional markets themselves or considered doing so.
...
In our experience, when the business world encounters an intractable management problem, it’s a sign that business executives and scholars are getting something wrong — that there isn’t yet a satisfactory theory for what’s causing the problem, and under what circumstances it can be overcome. This is what has resulted in so much wasted time and effort in attempts at corporate renewal. And this confusion has spawned a welter of well-meaning but ultimately misguided advice, ranging from prescriptions to innovate only close to the core business to assertions about the type of leader who is able to pull off business model transformations, or the capabilities a business requires to achieve successful business model innovation."

Reflectir sobre estes números... e sobre o habitual choradinho sobre a necessidade de apoios para ultrapassar problemas estruturais, para diluir a necessidade de adaptação à nova realidade.


Trechos retirados de "The Hard Truth About Business Model Innovation"

Curiosidade do dia

Em 19.11.2017, "Aeroporto Humberto Delgado aguenta até 49 milhões de passageiros".

Em 22.11.2006, "Quase 43 milhões de passageiros em 2050":

"O futuro aeroporto da Ota, que será uma das principais obras lançadas por este Governo, tem um volume anual de passageiros de 42,9 milhões previsto para 2050. Este número situa-se situa-se um pouco acima dos 40 milhões de passageiros anuais que a nova infra-estrutura poderá vir a acolher, caso tenha obras adicionais numa segunda fase, isto de acordo com um plano director de referência que está neste momento em revisão."

Comentários para quê?

Só recordar as resmas de comentadores que diziam que a Portela estava esgotada.

Unintended consequences - para reflexão

"When Professor Bar-Yam revealed some of the findings from his research we were mind blown. He said that, today almost 50% of the US corn crop is used to produce ethanol, the substance that comprises 10% of gasoline. Evidence from his research found that policy in the US energy and environmental discussions lead to this shift in the use of biofuels for ethanol, but soon unintended consequences would arise from this policy change. Bar-Yam explained that corn is such an integral part of how we produce food, because it provides feed for animals to make meat products and dairy products and it is used in the production of sugar, among other uses, so for such a large portion of this crop to be reallocated for the production of ethanol, was very disruptive. In fact, it was disruptive on a global scale.
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Professor Bar-Yam made the profound connection to events like the Arab Spring and the breakdown of order in several countries, including Syria, from food prices, a dramatic case of unintended consequences. He explained that civil unrest, revolutions, and refugees are all events which resulted from many civilians being unable to feed their families and feeling frustrated with unsympathetic governments. Bar-Yam stated, “we are watching this global cascade that goes from economic factors to food to riots and revolutions to refugees cascading around the world”."

Trechos retirados de "Understanding Unintended Consequences with Yaneer Bar-Yam"

Transformar é possível (parte II)

Parte I.

Primeiro, formular uma estratégia:

"Build the strategy.
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Are you very clear about how you add value to customers in a way that others don’t, and about the specific capabilities that enable you to excel at that value proposition?.
As strategies are being developed, are you using the classic approach of “build the strategy, then think about execution,” or are you asking yourself the question, “Do you have the capabilities needed—or can you build the capabilities needed—to execute the strategy?”
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As you’re dealing with disruption, are you shaping the world around you with your given strengths, or are you waiting for change to happen, and therefore playing by someone else’s rules?"

Aquele trecho é fundamental, "Are you very clear"?

Quantas empresas conseguem responder que sim?

Qual o impacte da falta de clareza?

Trecho retirado de "How to Excel at Both Strategy and Execution" 

Acerca da experiência quando o mundo muda

É tudo uma questão de perspectiva.

Quando o mundo muda, o que trazemos do passado pode impedir-nos de ver o que precisa ser feito. Meu Deus... consigo recordar:

• o suíço que produzia azeite (2009);
• libertar a mente para repensar a vida! (2011)
• a vantagem dos ignorantes (2012)
• ou, cuidado com os modelos mentais quando as regras do jogo foram alteradas (2013)

E claro o velho aviso a Zapatero em 2009

"“Five years from now, we won’t be debating whether ‘e-tailers’ are taking share from brick-and-mortar retailers, because they are all the same.”
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So, is Warby Parker still an “online retailer”? Obviously, no: More than half of its sales now occur in physical stores. But also, yes: As founder Dave Gilboa told PBS, “about 75 percent of our customers that shop in our stores have been to our website first.”
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Warby Parker’s success is extraordinary. But this story is becoming quite ordinary, indeed. Online shopping is having an offline moment, as more e-commerce companies, such as RentTheRunway and Bonobos, invest in the very sort of physical stores they once made seem obsolete.
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This throwback revolution is happening in the midst of what otherwise feels like a “retail apocalypse.”
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The labor market in retail, once the powerhouse of the service economy, is having its worst year of the century.
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In short, the retail industry is at an inflection point, where several brick-and-mortar companies with large footprints are struggling while e-commerce companies that once launched pop-ups as mere marketing tools have realized the value of storefronts.
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the ideal modern mall isn’t built around one department store, but rather a supermarket, a Tesla store, and businesses that started out online, such as Warby Parker.
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Among the nation’s top 300 malls, brick-and-mortar space occupied by retailers that started online has grown by approximately 1,000 percent since 2012,"

Quem, com a experiência do retalho físico olha para o mundo do retalho físico e vê uma coisa.
Quem, com a experiência do retalho online olha para o mundo do retalho físico e vê outra coisa.

Trechos retirados de "The 4 Reasons Why 2017 Is a Tipping Point for Retail"

Mais um exemplo da democratização da inovação

Um interessante exemplo da democratização da produção, da democratização da inovação e de Mongo relatado em "Nurse as Maker: Democratizing Medical Innovation Starts Here":

"what if research and development of medical devices was democratized? What if the practitioners who work most closely with patients were brought into the product innovation pipeline?
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With this in mind, the team is building programs to create technology literacy for practitioners, and is also working to build a platform to support a global network of health makers to engage in peer-to-peer learning.
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Nurses aren’t the only people empowered when given the necessary tools for innovation. The patient is the true beneficiary of democratizing the medical innovation process.
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It’s a great example of how a new shiny product alone isn’t always the best solution. Sometimes the best solutions are scrappy and created in close feedback loops packed with insights from real users—in this case, patients."

Recordar "A minha aposta: "make local for local""

Cooperativas de bairro que funcionam como makerspaces e onde os artesãos vão expor modelos e interagir com clientes

Mongo e JTBD

Por um lado Mongo, o progresso dos espaços com as suas próprias cervejas artesanais. Por outro lado, o mesmo conselho referido neste postal recente, "Olhar para os clientes-alvo":

"To find a solution, Sarah and her team reconnected with Gatorade’s core customer, the serious athlete. What they found was that these athletes did much more than just hydrate during athletic events"

Olhar para o cliente-alvo, para o seu contexto, para o seu dia e descobrir que há outros serviços que o espaço pode prestar.

No princípio do ano mudei de casa e antes de arranjar um espaço para escritório, enquanto tinha as minhas coisas num contentor (recomendo vivamente), usava o McDonalds do nó do Fojo em Gaia como base de trabalho, tirando a música muito alta para o meu gosto, tinha uma mesa, tinha internet e electricidade.

Depois de uma caminhada matinal, estabelecia-me e ficava por lá das 8h30 até às 13h30. Era interessante reparar como aquele espaço se mutava ao longo da manhã. Pequenos-almoços e cafés e pequenas reuniões para a fauna do início da manhã. Reuniões de trabalho, entrevistas de emprego ou entrevistas a traidores industriais, entrevistas a jornalistas, o advogado carregado de papéis e ainda com mais marcadores fluorescentes e post-its do que eu a meio da manhã. Depois, à hora do almoço os estudantes da secundária a 500 metros e toda a panóplia de gente que precisa de um almoço rápido, barato e sem receio da higiene.

Esta abordagem em torno do Job-To-Be-Done presente em "Breweries Find That Coffee Is Their Second Favorite Beverage".

BTW, eu que bebo café sem açúcar (que mascare a realidade) sei que há muito café horrível a circular por este país. Assim, quando o costume de usar açúcar ou adoçantes com o café cair, vai nascer a procura por melhor café. Procura essa que vai ser difícil de ser servida por empresas mais preocupadas com a eficiência do que atender às chamadas de atenção de uns consumidores-chatos. Nessa altura estará criada a oportunidade para alguém avançar com café artesanal.

Acerca dos processos (parte III)

Parte I e parte II.

Este trecho:

"The feel of Starbucks stores isn’t created merely by the layout and the décor—it exists because the people behind the counter understand how their work fits into a common purpose, and recognize how to accomplish great things together without needing to follow a script."

Retirado de "How to Excel at Both Strategy and Execution" e citado aqui permite conciliar o dilema da parte II.

Recordo, eu, um adepto incondicional da abordagem por processos, a sublinhar que os processos podem também ter um lado perverso quando cristalizam as práticas e impedem as organizações de fugir do incrementalismo.

Aquele sublinhado ali em cima fez-me pensar numa série de actividades que as pessoas têm de realizar e que estão sistematizadas em processos para o fazerem de forma uniforme e eficiente. E muitas organizações ficam-se por este nível. Outras, por causa da sua estratégia, por causa das suas pessoas, por causa dos seus clientes, por causa de uma mistura destas coisas, olham para o processo como uma espécie de esqueleto, um script-base, e sobre ele começam a construir camadas de interacção, camadas de personalização, camadas de facilitados de co-criação de valor que acabam por  descaracterizar o script inicial num conjunto de scripts adequados a cada contexto numa relação 1-para-1.

Transformar é possível (parte I)

"the days of keeping strategy and execution as separate topics are ending: We need leaders that can create big promises to customers, and help their organizations deliver on those promises.
...
Starbucks has been able to deliver on its promise because that promise is tightly linked to the company’s distinctive capabilities. The feel of Starbucks stores isn’t created merely by the layout and the décor—it exists because the people behind the counter understand how their work fits into a common purpose, and recognize how to accomplish great things together without needing to follow a script.
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a bold vision needs to include both a very ambitious destination and a well-conceived path for execution that will get you there. This is ever more important today, where differentiating your company is so difficult. Differentiation increasingly requires more innovative thinking, and the use of very specific areas of expertise
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Leaders who master both strategy and execution start by building a bold but executable strategy. Next, they ensure that the company is investing behind the change. And last, they make sure the entire organization is motivated to go the journey.
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Developing a bold but executable strategy starts with making sure leaders have addressed the questions of “What are we great at?” and “What are we able to achieve?” rather than coming up with lofty plans and asking functional and business-unit teams to do their best to execute. Indeed, they spell out the few differentiating capabilities that the company must excel at to realize the strategy.
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Ensuring that the company is investing behind the change means that leaders recognize that the budget process is one of the most important tools in closing the strategy-to-execution gap. Cost isn’t an exogenous variable to be managed—it is the investment in doing the most important things well. But rarely are budgets linked closely to the strategy. If your company is merely incrementalizing the budget up or down by a few percentage points, ask yourself whether the investments are really reflective of the most important tasks."

Nuno, isto tem tudo a ver com o desafio de 15/16 de Dezembro. Apresentar um destino ambicioso, conversar abertamente sobre como é viver nesse destino, que resultados obtêm a empresa e os clientes, o que dizem os clientes da empresa, o que dizem os trabalhadores da empresa e do que fazem. Deixar a visão da terra onde corre leite e mel seduzi-los, deixar que contribuam para a descrição de como é essa terra, eles já lá estão, eles já lá vivem, o que vêem, o que fazem, o que sentem? Depois, capturar o gap, a lacuna entre o que ainda somos  e o que queremos ser no futuro desejado para construir o programa de transformação.

Continua.


Trechos retirados de "How to Excel at Both Strategy and Execution"

Acerca dos processos (parte II)

Parte I.

Sabem como sou um adepto da abordagem por processos. No entanto, reconheço que existe o perigo que se descreve a seguir:

"From business processes to workgroup practices. Most large companies today formally organize around processes; ... Indeed, workers—and entire organizations—get so caught up in “doing the process right” that they lose sight of the outcomes. And processes are increasingly inadequate to drive significant performance improvement. [Moi ici: Cuidado com o contexto desta afirmação anterior. Em que sector está a sua empresa? Em que fase está?] The value of further optimizing processes to deliver products and services seems to be rapidly diminishing. What can be standardized likely will be, and those processes will likely be automated, but where will the next level of performance come from? Focusing on process efficiency and eliminating variance may not help companies gain a competitive advantage. [Moi ici: Ler esta frase e recordar o fim da Redsigma] More importantly, in this environment, most processes can’t keep up with addressing the new challenges and opportunities served up by the Big Shift world—nor can process optimization likely help companies figure out how to create more value for their customers.[Moi ici:Apesar de todo o valor que atribuo à abordagem por processos percebo que existe este perigo. Infelizmente em Portugal o risco maior é o de não haver práticas sistematizadas de raiz]
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Not only can routine processes be an avenue of diminishing returns—they can actually be barriers to performance improvement. Trying to update and optimize processes to conform with the ever-changing reality, and ensure compliance to those processes, is typically time- and resource-consuming. Continuing to optimize processes can divert the organization from investing in the capabilities to make sense of the changing reality and learning how to better create and capture value for it. Machines are increasingly able to perform the tightly specified, highly standardized tasks that support scalable efficiency more predictably and reliably than humans. As a result, many companies have invested in automating processes—removing people wherever possible—rather than exploring how these tools might better reflect and amplify the business practices of the people who could be deployed to create more value for the business.
...
the temptation for most large organizations is to focus on controlling what they can. Consider the example of 3M, where, in the early 2000s, a new CEO decided to “optimize” R&D by systematically stripping away inefficiencies. [Moi ici: Recordar a estória da caneta] Controls were brought to bear on R&D: Processes were formalized, with forms developed to ensure engineers innovated efficiently and tighten compliance; 3M’s operating margins quickly improved and Wall Street rewarded it. But the company soon found that R&D wasn’t creating new sources of value as effectively as it once had, and not until a new CEO came in to unwind those efforts was 3M able to turn things around, in 2012.

Continua.

Trecho retirado de "Beyond process How to get better, faster as “exceptions” become the rule"

Ainda há muito espaço para melhorar (parte II)

Parte I.

"Experts have opined for decades on the reasons behind the spectacular failure rates of strategy execution.
...
A full 61% of executives told us they were not prepared for the strategic challenges they faced upon being appointed to senior leadership roles. It’s no surprise, then, that 50%–60% of executives fail within the first 18 months of being promoted or hired.
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Appointing that many unprepared leaders into roles directly responsible for crafting and executing strategy only fuels the risk of executional failure. Here are four of the most common signs that an executive is likely to fail when attempting to bring the organization’s strategy to life.
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They lack depth in their competitive context. [Moi ici: Recordar a cláusula 4.1 da ISO 9001:2015] Taking on broader leadership roles usually results in greater insularity for leaders. Their focus is pulled toward internal issues: resolving conflicts, reconciling budgets, and managing performance. Consequently, they pay less attention to external strategic issues like competitor moves, customer needs, and technology trends. One study reports that 70% of leaders spend on average one day a month reviewing strategy and 85% of leadership teams spend less than an hour per month discussing strategy. When leaders fail to understand the competitive context of their organizations, they sometimes hide behind unrealistic goals to overcompensate. When I ask executives to show me their organization’s strategy, they often hand me a strategic plan that has product quotas and market share growth targets, or they show me the mission and values statement with some lofty statements on one page. But they rarely show me a clear market identity that articulates who they will serve and who they won’t, what capabilities they will be disproportionately better at than their competitors, and why their target customers would choose them over competitors."

Esta última descrição aplica-se bem a uma multinacional onde estive recentemente, e onde me apresentaram como estratégia um documento onde se explicavam as virtudes do produto mas nem uma única palavra sobre quem são os clientes-alvo, sobre qual a sua proposta de valor e sobre como chegar a eles.


Continua.

Trechos retirados de "Executives Fail to Execute Strategy Because They’re Too Internally Focused"