B2B decisions sure include logistics and supplier issues mostly, but you can also view your contender as a B2B “business personality”. The question you then should ask yourself is: WHAT can we do different (or better) than our contender does?
Back to Burberry!
10 days ago I wrote about a strategic decision by Burberry to get back on their traditional track. Burberry lost its side of doing trenchcoats, mainly. Their past decisions led them towards many new products and they disregarded their original trench. Their product-porfolio was richly filled over a period of years but that didn´t work out long-termly. Burberry started frowning.
What they first did was checking their contenders´ products:
- Louis Vuitton = is all about Luggage
- Gucci = is all about Leather Goods
- and Burberry = is all about Outwear!
Burberry started cutting their porfolio of accessoires and turned back to outwear.
It was a reflection on their heritage and this new decision opened up a wealth of creativity! They decided to simply focus again which means “to define a single strategic direction”. Focussing is the secret to unlocking the power of any group of people. It can be a startup, charity, church, family or multi-national Corporation.
Strategy is actually very straightforward. You pick a general direction and implement “like hell”, as Nick Tasler describes in his book “Why Quitters Win”. Pick something that the whole team can focus on. Then execute and adapt as all go. Unlock the creativity of your team and see how people make better decisions every day than spend weeks testing the assumptions.
Your general strategic direction shall reflect what makes you uniquely valuable to your customer. Then – focus. Focus on something new. Focus on something old. Ask an expert – what to focus on?
BE A DECISION MAKER. BECOME OUTSTANDING.
rita jaskolla – Leadership Architect –