Article for May OCC Business Journal
Where Have All The Buggy Makers Gone? Article by Dr. A. Gordon Ray President Horizons Unlimited Intl. What do many of today's businesses have in common with blacksmiths and horse drawn buggy makers? The answer is- they suddenly are discovering that they are well qualified to do business in a world that no longer exists! Their products, services and modes of doing business are no longer in demand. They are being left behind in the junk yard of "used to be". The roaring river of business change has flowed into other channels and is leaving them "high" and "dry". Why is this happening? It is because they have flunked the course of "Innovation 101". Consequently they are in the process of disintegration and failure. In the realm of education the old saying was: "there are three indispensable elements - "Readin, Riten, and Rithmetic". This is a great anology of three indispensable "R's" for businesses who want to navigate and stay afloat in the roaring river of today's business process. What are they? There must be a constant REVIEW of the mission and goals of the organization. Are they still on the "Cutting Edge" - applicable and up-to-date in the rapidly changing business climate? Is the market expanding or contracting? If it's expanding, what is necessary to increase market share? If it is contracting, what are the causes and what responses are necessary to reverse the trend? Is the market for your present products and services on the road to extinction? If so, what new products and services need to be developed and provided to pounce on the emerging market? Constant REVIEW of position, mission, processes and goals is a must. Any company or business whose mission and goals are the same as they have always been is on the dinosaur downslope into extinction! Constant creativity and the offering of unique and advanced products, services and performance are a must if they do not wish to become a yesterday's buggy maker. When there has been a thorough review of the business's vision, goal, products, services and performance it is time to include another indispensable "R" in the process. REQUEST information, reviews and suggestions from the front line - the customer base. Does your company or business TELL your clientele what they NEED or does it ask them what they WANT? I am appalled by the number of companies and businesses that are smugly assured that they know what their customers need and want. Consequently they keep putting it out there like a mother endeavoring to force a baby to eat something that the baby keeps spitting out. But the mother somehow doesn't get the message. It's the same way with many business large and small. The customers are saying verbally, but primarily wordlessly: "thanks but no thanks". Two huge corporations that I was a consultant for and endeavored to get this point across to them didn't listen - they were too wrapped up in their long term egos. One has since had to go into bankruptcy and the other one is on the downward slope and losing market share big time. In my consulting business I offer an in-depth customer survey plan. Unfortunately, I often have an extremely difficult time convincing many to accept and implement it. REVIEW the mission, goals and market place. REQUEST information from the customer base. When these have been effected it is necessary to draw conclusions and create a forward "seeing" business vision and plan. Then the final and indispensable "R" must be injected and activated. RESTRUCTURE accordingly. Redefine the mission and goals. Discover where the market is and where it is going and what customers want in the present and forward forming business environment. Restructure accordingly. Get ahead of your competitors. The bottom line for business, survival and success in the present roaring river of change is - Innovate - Renovate - Escalate - or you will Disintegrate! By the way, can anyone let me know where I can find a good buggy maker? A. Gordon Ray is available for keynote presentations, sales, management, and team building programs and personal development seminars and presentations. For further information he can be reached at 760.9671295 huintl@aol.com .. or on his WebSite www.agordonray.com
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