Strategy on its own is not enough

Graham Bowman is CEO of a manufacturing and distribution company.  He has grown the company from its birth and is very hands on as its chief executive.  But Graham is starting to experience growth pains as the company evolves into a corporate entity where management and delegation are required, rather than hands on execution.  Graham himself is struggling with the transition, as are his executive team, who have always been hands on themselves.

Last year, Graham set forth a new vision and strategy for the company – one that will help him grow the company by 30% each year for five years.  This aggressive growth strategy is do-able, however, he is starting to doubt whether he can accomplish it with the same processes and team members behaving in the same manner they have always done.

He is seeing them “drop the ball” more often than in the past.  They seem to be under a lot more stress and are working long hours.  It’s a common complaint by the entire executive team.  So what is wrong?

One of the challenges facing Graham and other executives in a changing environment is that a new strategy alone will not always work if the people implementing the strategy are unable themselves, to change.  Continuing to do things the same way will only create the same outcome – not a changed outcome.

So, what to do?

Really, there are only two viable options for Graham:

1. Buy into the notion of change, fully and commit to all the activities that will cause change to occur.  Make sure that you have the right people in place and ensure that your current team is trained in the new and exciting ways that the business will be run.  Anyone that cannot or will not change will need to move on to greener pastures, either within the company in a role that better suits them in the changed environment, or outside the company. OR

2. Do nothing, and continue having the same results.  If maintaining the status quo meets Graham’s needs, then this is indeed a viable alternative.  If however they do not meet his needs, then option 1 (or an adapted version of it) seems to be the only viable option.

Death and taxes are the only two certainties in life – or so we all thought.  I would challenge that belief and add another certainty which we deal with every day of our life: and that is CHANGE.

If people can handle and, in fact, embrace change they will see their lives advance along a more positive line.  If they cannot change, and if they believe that life is tough right now, beware – life is about to become even tougher, particularly since they won’t even be able to see life pass them by because of the dust that they are being left behind in!

Neville Pokroy consults in the areas of strategic marketing planning, as well as in the development and execution of marketing strategies and plans. He assists companies who require marketing expertise to plan and fully execute marketing programs, particularly in a changing environment.   He helps them make good choices, particularly with regard to the emerging technologies.  If you want to have more choice in marketing your business, set yourself apart, and increase the odds of generating additional revenue for your business, call (905)886-2235, email: neville@mastermindsolutions.ca or visit our website.  Please follow me on Twitter: @smaaketer.  Join our LinkedIn group.